THE HEART BEHIND THE SHOP

HI, I'M AMY.

And this little boutique is my way of turning a hard chapter into something hopeful.

Not too long ago, I unexpectedly lost the career I loved. It knocked the wind out of me. For a while, I wasn't sure what came next — only that giving up wasn't the ending I wanted to write.

So I went back to the thing that always made me feel alive: creating. Designing apparel and gifts that say the things people need to hear. Little reminders of hope, faith, and the truth that none of us are walking through this alone.

I'm based in Pequot Lakes, Minnesota — a Northern Minnesota girl through and through, happiest by the lake, coffee in hand, pine trees out the window. That slow, cozy, cabin-life feeling is stitched into everything I make.

My faith carries me. My family grounds me. And my hope is that every product I create leaves you feeling a little more seen, a little more encouraged, and a lot more like yourself.

Thank you for being here. It means more than you know.

— Amy

AMY'S MISSION

Why this little shop exists

Up North MN Merch was created with one simple belief: what we wear can tell a story.

Whether it's a shirt that reminds someone to keep going, a hat that shares your faith, or a design that celebrates life at the lake, every piece is created with purpose. I believe apparel can do more than look good—it can encourage, inspire, and start meaningful conversations.

Rooted in Minnesota and inspired by the beauty of the North, my collections reflect the things that matter most: faith, hope, recovery, mental wellness, family, and the outdoors.

Thank you for being part of our journey. We hope every piece you wear reminds you that you're never alone and that every new day is an opportunity to keep moving forward.

  • My Mission

    To create meaningful apparel that inspires hope, celebrates the Up North lifestyle, and encourages conversations about faith, recovery, mental wellness, and living with purpose.

  • My Vision

    To become Minnesota's most trusted lifestyle apparel brand—known for creating high-quality products that inspire hope, build community, and remind people they are never alone.

  • My Purpose

    I believe clothing can do more than make a statement—it can make a difference. Every design is created to encourage someone, spark a conversation, or remind the person wearing it that hope is always worth holding onto.

My Core Values

The foundational truths that guide every thread we weave and every design we share.

  • 01

    Hope

    I believe every person deserves hope, no matter where they are on their journey.

  • 02

    Authenticity

    We stay true to who we are, creating designs with honesty, purpose, and heart.

  • 03

    Community

    We're stronger together. Our goal is to bring people together through shared experiences and meaningful conversations.

  • 04

    Faith

    Our faith inspires many of our designs and reminds us to lead with love, grace, and compassion.

  • 05

    Encouragement

    One simple message can change someone's day. We strive to create apparel that uplifts and inspires.

  • 06

    Quality

    We believe meaningful designs deserve premium products that are comfortable, durable, and made to last.

Minnesota Pride

From lake days to cabin weekends, we're proud to celebrate the people, places, and traditions that make Minnesota home.

A PERSONAL GUARANTEE

My Promise to You

“When you shop with Up North MN Merch, you’re getting more than apparel. You’re supporting a small Minnesota business committed to creating products with meaning, encouraging conversations that matter, and building a community centered on hope, faith, and connection.”

Amy Stone

FOUNDER & DESIGNER, UP NORTH MN MERCH

OUR RESONANT PURPOSE

Why We Exist

Because someone needs to hear:

  • Keep going.
  • You matter.
  • Recovery is possible.
  • Faith gives strength.
  • Mental health matters.
  • Hope always has a place.

BRAND PILLARS

Everything I create falls into one of these collections:

LIFESTYLE

Up North

Celebrating Minnesota, lake life, cabins, and outdoor adventures.

View Collection
HOPE & GRIT

Recovery

Encouraging hope, resilience, and celebrating every single step forward.

View Collection
ROOTED

Faith

Apparel inspired by Scripture and a grounded life rooted deeply in faith.

View Collection
WELLNESS

Mental Wellness

Helping normalize conversations around mental health while encouraging strength, healing, and hope.

View Collection

WEAR WHAT YOU BELIEVE

MADE FOR THE DIFFERENT PARTS OF YOUR LIFE

Faith on hard days. Resilience when life shifts. Lake air and slow mornings. Words that welcome you home — and remind you that you already belong.

  • LAKE LIFE

  • KEEP GOING

  • FAITH

  • RESILIENCE

  • FOR YOU

  • KINDNESS

  • WELCOME

  • KINDNESS HELPS EVERYONE

WHAT I HOPE
YOU FEEL

When one of my pieces arrives at your door, I hope you feel like a friend just reminded you that you matter — that you're stronger than you know, and that better days are coming.

Explore The Collections