What makes a university's brand endure and its cultural influence grow? Beyond academic excellence and cutting-edge research, the successful ventures of alumni and their emotional connection with alma maters are becoming crucial elements in institutional branding. The collaboration between the University of Virginia (UVA) and alumni-founded apparel brand Howler Brothers offers a compelling case study.

Howler Brothers: An Outdoor Brand Born on Campus

Founders Andy Stepanian and Chase Heard's entrepreneurial journey is deeply intertwined with UVA. Meeting as students, they formed the band Wrinkle Neck Mules before launching Howler Brothers in 2011. Their brand merges functional outdoor gear with stylish designs for fishing, surfing, and travel enthusiasts.

Despite their professional paths diverging—Stepanian into law and Heard into architecture—their shared passion for outdoor activities remained constant. This passion translated into a business that maintains strong ties to their alma mater.

The "Wahoowa Collection": Alumni Paying Homage

In 2024, Howler Brothers launched the "Wahoowa Collection," featuring UVA's signature orange and blue colors with retro-inspired logos. The line includes shirts, hats, and accessories that blend school pride with contemporary outdoor fashion.

This collection represents more than merchandise—it's a cultural statement that strengthens the bond between alumni and current students. By wearing these items, the UVA community expresses shared identity while enjoying high-performance apparel.

The Ripple Effect of Alumni Ventures

Successful alumni businesses significantly impact university reputations. Research from U.S. News & World Report (2023) indicates that alumni entrepreneurship can boost institutional visibility by approximately 20%. These ventures also create mentorship opportunities and potential funding sources.

Beyond tangible benefits, alumni success stories serve as powerful recruitment tools. Prospective students increasingly consider graduate outcomes when selecting universities, making entrepreneurial alumni invaluable brand ambassadors.

Building Supportive Ecosystems

Forward-thinking universities are establishing dedicated resources for alumni entrepreneurs, including:

- Startup incubators with mentorship programs
- Seed funding initiatives
- Networking platforms connecting current students with alumni founders

These initiatives create virtuous cycles where institutional support fosters alumni success, which in turn elevates the university's profile.

The UVA-Howler Brothers partnership exemplifies how alumni relationships can evolve beyond graduation. When universities actively engage with graduate ventures, both parties benefit—the institution gains cultural relevance while alumni receive meaningful platforms to honor their roots.