Yinzylvania to RetroMichigan: How one man turned regional pride into a brand

Nostalgia Biz close-up:
Matt Van Ormer, Retro Cotton Shop

What’s your business’ origin story?

After 25+ years in sales and marketing, I realized I’d picked up enough know-how to strike out on my own. Back in 2021, I started Retro Cotton Shop as a side hustle, starting with Yinzylvania.com, using some cash I won from a fantasy football league as my seed money. What began as a small gig has grown into a collection of four apparel brands. Two of them — Yinzylvania for Western PA and our new RetroMichigan.com — lean hard into regional, retro nostalgia. I’ve always been a sucker for pop culture and local history, so building something that celebrates where I grew up just felt right.

What trends are driving the nostalgia business at the moment?

Nostalgia’s super personal, and I think we’re seeing a shift toward hyper-local vibes — think small-town stores, cozy restaurants or those little amusement parks you loved as a kid. Not everything needs mass appeal anymore. Tech’s making it easier for people to find and connect with their own personalized slice of the past. At Retro Cotton Shop, we’ve had success digging up those hidden local gems that get folks fired up — stuff that sparks real passion because it’s tied to their roots.

What nostalgic treasure are you hunting for?

I’m always on the prowl for anything that gives a peek into the past — old videos, newspapers, magazines, photos, you name it. I spend 10-15 hours a week scouring local history sites, Facebook groups and dusty articles for inspiration. Right now, I’m hunting for some vintage Western PA high school football footage or programs — those gritty, small-town vibes are gold for me and my customers.

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