UNRL

Look at these photos of people who are just as attractive as the average Eden Prairie Lifestyle reader. See what they’re wearing? It’s called “athleisure.” Perfect for breaking a sweat in. Equally perfect for not breaking a sweat in. Can therefore be worn at all times.

Genius.

But athleisure is so much more than the preferred attire of 21st century humans. As the specialty of UNRL – a local independent clothing brand founded in 2013 by a guy who only had $300 and a vision – it is also a part of Eden Prairie’s bright future.

“I’m sure I looked sharp in whichever suit I was wearing when I got that fateful call all those years ago,” said David Merritt, COO of UNRL. “I was fresh out of law school, with my foot barely in the door at a big firm. The words ‘billable hours’ meant a lot to me back then, so I was more than happy to help my dad’s buddy’s son start up his new hoodie business even if I was technically a litigator.

“I remember thinking to myself, ‘Hoodies? As in the exact same thing every other clothing company already makes? Good luck!’

“But he turned out not to need it. He kept coming back to me for legal services as his business grew larger, and each time I liked him more and more. How could I not cheer on an underdog when all my other clients were megacorporations? And how does one not root for someone named Michael Jordan, whose Instagram bio reads ‘Sorry I'm not taller, darker and better at basketball?’

“By the time Michael asked me to join UNRL, I had a stable career at my firm and four little kids at home. I was so inspired by his determination that I couldn’t help but accept anyway. Here was a guy who defied all the advice he’d been given at the onset of the pandemic. Instead of furloughing his staff and squirreling away all his money, he expanded and began marketing more directly to consumers. In doing so he perfectly positioned himself to capitalize on the exploding demand for athleisure the work-from-home era would bring. I have never gone back to suits, and probably never will. (Still look sharp, though.)

“UNRL hoodies – and all of our other athleisure and golf apparel, for that matter – are one of a kind: extremely high quality, yet priced lower than our competition. Try on any of our clothes and you’ll feel how it’s tailored for comfort and free movement, yet still manages to flatter and complement your physique. Whether you’re young and fit or older and … let’s say ‘more substantial,’ you’re bound to feel your most confident while you’re wearing UNRL.

“We owe so much of our success to the many great brands we’ve collaborated with over the years. The Wild. The Timberwolves. The NFL itself, which has licensed us to produce clothing for all 32 teams. Our limited edition purple and gold hoodies were such a big hit with Skol Nation that it crashed our website on release day.

“We’ve also produced clothing as our way of giving back to the community. We are proud to have collaborated with nonprofits such as Toys for Tots, the Masonic Children's Hospital, the Fleck family’s Row the Boat Foundation, and Folds of Honor, which gives scholarships to family members of fallen and disabled heroes.

“No partner has been more crucial to our success than SCHEELS. They’re our biggest retail partner, which took a chance on UNRL back when we were first starting out, and which has given us endlessly helpful customer feedback over the years. I’m talking about the kinds of insights no amount of market research could have ever provided.

“UNRL has nearly doubled in size every year since Michael’s big pandemic gambit. I see continued growth on the horizon, which will become exponential once we figure out how to fully meet our customers’ demand. The only change I can’t foresee is one of location. I think we’re in the right spot so long as we’ve got a strong presence in Eden Prairie.” UNRL.com

"Whether you’re young and fit or older and … let’s say ‘more substantial,’ you’re bound to feel your most confident while you’re wearing UNRL."