My trip this weekend to Milwaukee allowed me the opportunity to stop into Detour, one of the leading independently-run menswear stores in the the United States. It was my first time to Milwaukee and to Detour but after a few minutes talking to Jason, co-owner of the shop, one would think he and I were old friends.

Jason and I talked about how he and his brother Jesse started the business back in 1997 and how it has evolved over the years. Our conversation expanded on the importance of items being ‘Made In The USA’ and shopping locally, both which I strongly support. We also chatted about how today’s male consumer is highly brand loyal and is willing pay a higher retail for brands he trusts.


On the floor that day was a great selection from Woolrich Woolen Mills, Levis Vintage Collection Denim, and mix of vintage pieces that Jason and Jesse picked up while shopping flea-markets and estate sales. One such item caught my eye: a great pair of vintage Red Wing boots that dated back to the 1940’s. The only thing that kept them from coming home with me was the fact that they were a size 8.

Selection was a bit limited due to the fact they are moving locations at the end of the month. The new location will allow for a more intimate shopping experience allowing the customer to stop in and check out the goods and possibly stay awhile shooting the shit with Jason and other Detour regulars. I’m looking forward to making trip back in the months to come to check out their new digs.


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