Wisconsin Badger

The Wisconsin Badger Line is DNA’s love letter to Madison: a modern, design-forward collection built by two proudly graduated Badgers who believe campus pride should look sharp every day, not just on game day.

At its core, this line keeps the UW spirit unmistakable—bold, confident, and clean—while introducing cultural authenticity that truly resonates with today’s Chinese students on campus. We’re not interested in “generic motifs” pasted onto a sweatshirt. We build pieces that feel current, wearable, and real: design language informed by the lived aesthetic of Chinese international students (and the wider Asian student community), while staying undeniably Wisconsin.

DNA designs and produces through a high-capability China-based manufacturing network, allowing us to iterate quickly, control quality tightly, and execute details that typical merch pipelines often miss: fabric hand-feel, embroidery density, print clarity, trims, and packaging. That means the Badger Line can become more than standard logo placement—it can be a cohesive, collectible system of apparel and accessories students choose because it looks good, feels good, and communicates identity with taste.

This isn’t just merchandise. It’s a bridge: between UW tradition and modern student culture; between campus pride and personal style; between “school gear” and something you actually reach for on a random Tuesday.

On, Wisconsin—made contemporary.