"New shirts that look cool:" Brew City Brand Apparel prepares for Summerfest

MILWAUKEE -- Some of you have already started selecting what you'll wear to this year's Big Gig, but others will wait until they see some of the new looks available on the Summerfest grounds. And one Milwaukee apparel maker is counting on your fashion sense as its employees prepare for the festival, which begins Wednesday, June 29th.

Of course there's music and fabulous food during Summerfest's 11-day run -- but for some, the celebration starts with a certain Summerfest style.

"It's good to learn new things and make some new shirts that look cool," said Sue Ullenberg.

On Monday, June 27th, Ullenberg was among those inside Milwaukee's Brew City Brand Apparel -- preparing for Summerfest 2016.

"We have some shirts that say, 'Milwaukee,' in a thousand different ways, and it's a good way to advertise the city," said Ullenberg.

"This'll be, I think, our 25th year of being at Summerfest," said George Keppler, Brew City Brand Apparel owner.

Keppler on Monday was getting ready to roll out his Summerfest tent -- with some 200 shirt designs.

"We've got a whole board up in our offices, and it's just the Summerfest board, and randomly throughout the year, when that crazy idea comes, we just -- 'oh, it's gotta go on the board,'" said Keppler.

And, potentially, on a shirt.

"We do things for Summerfest that we don't do anywhere else," said Keppler.

Keppler says staffing for Summerfest involves a dozen seasonal employees dedicated to printing apparel for the festival.  The past couple weeks leading up to the festival, the effort has also involved 24/7 operations.

"We've got groups that come every year now and they say 'we're here for our annual T-shirt,' and they're looking around to buy things. The other thing that gets to be a lot of fun is a lot of the rock bands come up before the festival even opens, and they'll buy a lot of T-shirts," said Keppler.

Keppler says he monitors Summerfest T-shirts daily, and adjusts printing schedules to meet demand. Sometimes this means printing shirts overnight.

Summerfest 2016 will take place June 29th – July 3rd and July 5th – July 10th from noon until midnight and will be closed Monday, July 4th.

CLICK HERE to access Summerfest's website to check the lineup, take a look at admission promotions and Summerfest's Get Around Guide -- and more.