Michelle K. Hanabusa left her corporate job to find out how she could utilize her skills for something bigger. She was passionate about using fashion to make a statement, so she got a group of creative people together to make a t-shirt that said “American Made” and took photos of more than 500 people wearing the shirt all over the US.
“People gravitated toward that shirt because it let them share their own story,” Michelle says. “That was the moment I realized how powerful clothing could be.”
What began as a portrait campaign using a single t-shirt evolved into a purpose-driven streetwear brand that partners with national retailers, funds community impact, and uplifts underrepresented voices.
Here’s how Uprisers turned grassroots storytelling into a movement—and the lessons entrepreneurs can take from Michelle’s journey.
1. Let your values guide your products
From the beginning, Uprisers focused on putting people first and telling stories its team is passionate about. That approach led to campaigns like Hate Is a Virus, which began as a response to racially motivated violence in 2019 and 2020. “We couldn’t just sit here as a brand and not do or say anything,” Michelle says.
Michelle gathered her team to talk about how they might be able to use their skills to raise awareness. They came up with the slogan Hate Is a Virus and launched a brand with a line of t-shirts. The phrase went viral, and there was enough support to eventually spin it off into its own nonprofit organization to continue the mission of educating people on advocacy and activism, especially for the Asian American community.
2. Rethink your marketing channels
In 2025, Uprisers made a bold move: It announced a full departure from social media. Instead, the brand will focus on longform storytelling through YouTube and its newsletter.
Why the shift? Michelle says the 15-second format couldn’t capture the depth of the stories they wanted to tell—especially as the brand launches its 1924 campaign spotlighting immigrant voices. “We’re building a home for our stories—not chasing algorithms,” Michelle says.
She advises building marketing channels with intention. Make sure your platform matches your content and your community, even if that means going against the grain.
3. Use partnerships to scale your mission
Uprisers has worked with brands like PacSun to give back. With PacSun, the brand launched an annual family drive that mobilizes hundreds of volunteers to pack meals and host wellness and kids events. The event also raises money for several nonprofits by selling streetwear designed for the event.
To make a larger impact, Michelle says founders need to go beyond finding individual customers that support your cause. “It’s also about finding companies that are also aligned and can amplify this work,” Michelle says.
With the help of strategic retail and brand partnerships, Uprisers has donated more than $300,000 to various nonprofits.
Uprisers continues to find bigger and bigger opportunities to spread its message. The brand has built a Family Mart booth at ComplexCon, one of the biggest streetwear conventions in the US, and sold its clothing at the Coachella music festival.
“At the end of the day, we’re not just a clothing brand,” Michelle says. “We’re in service to our community.”
To learn more about Uprisers and how Michelle collaborates with community and brand partners, listen to the full interview on Shopify Masters.
