July 14th, 2025
If you’ve spent any time riding in or around La Crosse, Wisconsin, you’ve likely heard of Smith’s Bike Shop. For 130 years, this family-owned shop has served the cycling community with the same passion and purpose that started it all back in 1895. Today, Smith’s is more than just a bike shop. It’s a trusted resource, a community gathering place, and a launch point for thousands of rides through the Driftless region and beyond.
When it came time to create high-quality cycling apparel for their shop and customers, Smith’s looked for a partner who shared their values of craftsmanship, service, and community. They found that in Borah Teamwear.
Borah, located just a short ride away in Coon Valley, specializes in custom cycling and outdoor apparel. What sets Borah apart is that every product is designed, printed, cut, and sewn in-house, right in Wisconsin. For Smith’s, having a local partner makes all the difference. The proximity makes it easy to collaborate on designs, explore new product ideas, and respond quickly to customer demand. That kind of flexibility and creative partnership simply wouldn’t be possible with overseas manufacturers or large-scale suppliers.
Over the years (almost 30 now!), the relationship between Smith’s and Borah has grown through regular collaboration and shared creativity. Members of the Smith’s team have visited the Borah factory to see their jerseys being made from start to finish. Watching the process unfold in person gave them a new appreciation for what goes into every garment. It also reinforced just how unique this partnership is. Not every bike shop gets to be this involved in the making of their gear.
And the gear itself tells a story. What started as one clean, classic jersey has evolved into a full lineup of custom designs. There’s been a Star Wars-inspired kit, a collection of bold mountain bike jerseys, and even a tribute line created in memory of their friend and former mechanic, Mike Blockhuis. The “Team Hoose” kit became a powerful way to honor Mike’s legacy and bring the cycling community together through something tangible and meaningful.
What’s especially unique about Smith’s approach is how they merge custom design with retail availability. Rather than doing one-time group orders or limited pre-sales, they keep their custom jerseys in stock at the shop. Riders can come in, try on a jersey, and walk out with something that fits both their body and their style. If a certain size or color is missing, they can easily place a reorder thanks to the efficiency of Borah’s local production process.
This ability to keep custom gear accessible and flexible is part of what makes working with a U.S.-based manufacturer so valuable. There are no long shipping delays, no unexpected hold-ups, and no need to meet high international minimums. Just a reliable, responsive process and a shared commitment to quality.
This summer, Smith’s is getting ready to celebrate a major milestone: their 130th anniversary. On July 19, the shop will host a full day of events including several ride options—130 miles, 130 kilometers, a 40-mile route, and a family-friendly ride around town. The longer rides will include a stop at the Borah Teamwear factory, highlighting the local partnership and inviting riders to see where the gear is made.
To commemorate the occasion, Smith’s and Borah are working together once again to create a new “classic” jersey. This one will celebrate the heritage and longevity of the shop while continuing the tradition of standout design and meaningful apparel. The made-to-order jerseys are available now to commemorate the special occasion. Get yours today here!
At its heart, this is a story about more than custom clothing. It’s about what happens when a local bike shop and a local apparel company work together to build something bigger than either could do alone. It’s about community, craftsmanship, and the value of keeping things close to home.
If you find yourself near La Crosse this summer, stop by Smith’s. Try on a jersey, learn the story behind it, and join in the celebration.
