A new popular Midwest-based apparel brand known for its witty T-shirts and creative takes on pop culture, politics and local pride is opening a new storefront in downtown Madison this fall.
Raygun, located at 502 State St., will be the store’s first Wisconsin location and its 12th overall. Founded in Des Moines, Iowa in 2005, Raygun has built a devoted following through its irreverent T-shirts, posters and home goods, many of which highlight regional celebration and social commentary.
Raygun’s decision to open a Madison store was not random. Mike Draper, the founder of Raygun, said it all began with proximity.
“We kind of just draw a circle around Des Moines and see what cities are closest to us. So we’ve mopped up the Iowa ones, and we already work with a lot of organizations in Wisconsin,” Draper told The Daily Cardinal.
With clients like the Wisconsin Teachers Union, Minocqua Brewing, the Madison Teachers Union and the Milwaukee Public Library, Raygun has developed strong ties to the state.
Madison, with its mix of college students, workers and visitors from state government and the university, also offers the perfect urban environment for a retail location, he said.
"You kind of want high density for a brick-and-mortar store, and Madison is perfectly laid out just for that," Draper said.
The new location occupies the spot once held by Paul’s Books, a cherished independent bookstore that served the Madison community for decades. Draper acknowledged the weight of taking over such a significant location and said Raygun is committed to contributing to the ongoing story of the neighborhood rather than replacing it.
"We want to be the thing that’s like, ‘Oh, here’s a new bit of life.’ You’re not necessarily replacing anything, you’re just another notch on an escalator to wherever the community is going," Draper said.
As an independently owned business, Raygun is reliant on the communities it serves.
"We’re totally dependent on day-to-day sales," Draper noted. “It has to be a work in progress, and the community is part of that. We want to keep evolving, working with local groups and always responding to what’s happening around us.”
Draper said Raygun’s commitment to community engagement is a key part of its strategy for success in Madison because “the company is not separated from the community — it’s intertwined with it.” The brand’s ongoing connection to its customers and collaborators is what keeps it thriving and growing.
The new location is set to open in September 2025. In addition to clothing, the Madison store will stock a variety of books, cards, gifts and home goods.
Reflecting on the journey that led Raygun to where it is today, Draper shared the moment from the company’s early days that made him think it could become a success.
“Honestly, the first day I sold T-shirts on the campus of the University of Pennsylvania was the light bulb moment for me,” he said. “It was like, 'Oh my God, this is a creative medium that I could actually make a career out of.'”
What started as a small, creative side project has now grown into a thriving business with 12 locations and $11 million in total revenue. Despite the growth, Draper said Raygun remains grounded in the values that have always driven their mission: creativity, community and a commitment to making something that people love.
Alaina Walsh is the associate news editor for The Daily Cardinal. She has covered breaking, city, state and campus news.
