There’s a new kind of tailgate in town—and if you stop by this one, you’ll be ready for the pregame party with fresh Badgers gear that’ll surely win you points in the fashion department. Tailgate, a new collegiate apparel store founded by acclaimed New York menswear designer Todd Snyder, recently moved into the Hub Madison building on State Street. Here you’ll find stepped-up graphic T’s with vintage logos, men’s and women’s Badgers gear and New Era baseball caps among other game day must-haves.

The sportswear boutique, which Tailgate President Jimmy Olsson calls a “modern version of a general store,” has also hooked up with local businesses to offer shoppers Kickapoo coffee, Batch Bakehouse treats and Wisco Pop during their visit in a small coffee shop area connected to the store. Recently acquired by American Eagle, Tailgate also sells American Eagle jeans. “It’s really about creating this local destination,” says Olsson.

Today Snyder, former senior vice president of design for J. Crew, has turned Tailgate into a brand with another store location in Iowa City, and soon in Georgia and Tennessee, too. The gear for each shop is specially created for each university, and is designed by Snyder and his team of designers hailing from J. Crew, Ralph Lauren and Abercrombie. “When you have someone of that design caliber, it’s like Michael Kors doing college,” says Olsson.

Must-haves

Bundle up
This Wisconsin Badgers camouflage men’s hoodie will keep you warm when the temps drop. $89.50

One-stop shop
No need to make a separate run to the mall for denim—Tailgate carries American Eagle brand
jeans. $50-$60

Feminine flair
Stay stylish on game day with a selection of women’s Badgers T-shirts and tank tops to choose from. $30-$34