The Western Collegiate Hockey Association has partnered with apparel company UNRL to open the league’s online store.

The rising athletic brand, founded by White Bear Lake, Minn. native and Minnesota State University – Mankato graduate Michael E. Jordan, also sells men’s and women’s apparel and accessories. Among its other partners, UNRL works with the Minnesota Wild on its “State of Hockey” line.

“We are extremely pleased to bring the terrific craftmanship and inspired design of UNRL merchandise to WCHA fans,” says Men’s Commissioner Bill Robertson. “Locally, we have watched UNRL grow and thrive with its ‘State of Hockey’ line. Partnering with them for participant gifts at the 2017 WCHA Championship, we saw how well the UNRL aesthetic resonates with men and women of all ages.”

Robertson told MN Sports Biz Blog that the company’s “cutting edge” merchandise, such as its hoodies, zip-up jackets, golf polos and other items are sought after by all consumers, particularly the young.

“This is a perfect fit for us,” he adds.

UNRL, according to the jointly issued release, uses premium materials combined with expert workmanship to create quality apparel. All materials are designed with functionality corresponding with an active lifestyle.

“It’s truly an honor for us to partner with the WCHA,” Jordan says. “As a kid growing up playing hockey here in Minnesota, I spent so many nights watching those games on television. Now to be involved in a partnership that enables us to develop licensed merchandise for all 10 conference schools is pretty special.”

The WCHA online store includes team-specific tabs for each institution. Customers can get free shipping on their first purchase at www.unrl.co/collections/wcha.