Midwest-based businesses, artisans, and nonprofit organizations are able to thrive, in-part, thanks to our providing of opportunities to folks not only within the region, but also worldwide, to support their vitality.


Wear.Love is a mission-driven apparel enabling folks to 'wear what's in your heart on your body' while supporting Midwest small businesses, artisans, and nonprofits.

This is accomplished through the partnership with Midwest-based vendors and artisans to create apparel and gifts featuring the "Iowa love" Symbol and other designs.

Origin Story

Iowa Love, LLC (DBA "Iowa love" and Wear.Love) was founded in 2019 by Waterloo, Iowa native William Heathershaw to provide a platform for fellow "Iowa love"-ers to express their affection for their home (or adopted!) state while supporting small businesses and nonprofits.

Although Heathershaw lived in Iowa for the first 22 years of his life, he's spent the last 11 years outside of Iowa - in Beijing, Silicon Valley, and most recently Minneapolis. It is this distance from home that made his heart grow fonder for his home state. This fondness is likely the reason why when Heathershaw was driving into Iowa from Minnesota in late 2018, Heathershaw thought the word "Iowa" on the welcome sign actually said "love".

This is how the "Iowa love" Symbol was born.

The Symbol features a cursive design that uniquely simultaneously spells the words "Iowa" and "love". This design has proven to be very popular not only because of the optical illusion, but because many Iowans find deeper meaning when reflecting on their own interpretation of "Iowa love".

The Symbol sat on Heathershaw's desk for a few months while he considered its potential. He wanted it to be more than a T-Shirt company.  By April, it was determined that "Iowa love" would be a social enterprise with the founding mission to partner with Iowa-based vendors and artisans to create apparel and gifts featuring the "Iowa love" Symbol, and to bring the wares to communities across the state through locally owned retailers.


After $100,000 had been fundraised for Iowa nonprofits by August 2020, Wear.Love was introduced to expand the reach of our Mission.


Let’s do this. 

William Heathershaw