Downtown merchant Love Traverse City - an apparel and gift store - is rebranding as Unparalleled Apparel after almost four years in business.

Unparalleled Apparel "will essentially be the same store," according to owner Lauren Creighton. The company will continue to carry Traverse City and Michigan-inspired clothing and gifts, and is also launching a new product line of custom-designed, officially licensed collegiate apparel from Michigan State University, the University of Michigan and Central Michigan University. Additional schools could be added in the future, Creighton says.

“Things have evolved since we started in 2012, so we decided it was time to bring everything under one umbrella and have a more cohesive feel to everything," says Creighton of the rebrand. "When we first opened, we only carried Love TC items. We have grown a lot since then and added a lot of new products...we will continue to carry Love TC products, but as a company we felt it was time to change our name.” 

Unparalleled Apparel is located at 121 East Front Street in Suite 105.