KEENE, N.H. (MyKeeneNow) A new apparel brand rooted in the essence of New Hampshire’s bold and independent spirit has officially arrived.

Live Free Clothing, inspired by the state’s iconic motto, “Live Free or Die,” launched on Black Friday, offering a unique way for residents, visitors, and fans of the Granite State to showcase their connection through stylish and meaningful apparel.

“This has been a dream of mine for years,” said Tim Pipp, founder of Live Free Clothing in a news release. “I wanted to create a brand that not only reflects New Hampshire’s independent spirit but also offers something meaningful to everyone who holds this state close to their heart. Whether you’re a lifelong resident, a recent transplant, or someone who has fond memories of visiting, we have something for you.”

Live Free Clothing offers a diverse collection of hats, tees, hoodies, and more, all designed and printed in-house at their Keene-based shop. The bold, original designs range from colorful bubble letters spelling out the state motto to playful illustrations of the brand’s mascot: a cartoon bobcat wearing a slouchy beanie and oversized hoodie. The apparel is priced between $22 and $50, ensuring accessibility for a wide audience.

What sets the brand apart is its focus on individuality. “It’s not just about wearing our designs; it’s about making them your own, however you choose,” Pipp added. Each piece is meticulously crafted with high-quality materials, combining durability with comfort and style.

Pipp, who graduated with a graphic design degree from Keene State College in 2011, launched the brand as an extension of his successful custom screen-printing business, Beeze Tees. Since founding Beeze Tees in 2009, Pipp has built a reputation for quality craftsmanship and creative design. Over the past few months, he and his team, most of whom are based in New Hampshire, have worked tirelessly to bring Live Free Clothing to life. The launch included developing a dedicated website and debuting innovative 3D designs using silicone for a standout effect.

Live Free Clothing is available online at livefreeclothing.co, with plans to expand into physical retail locations. Starting in January, the brand’s apparel will be sold at Beeze Tees in Keene, with additional partnerships in the works to make the products available at other stores across the state. Wholesale inquiries can be directed to howdy@livefreeclothing.co.

Fans can also follow the brand’s journey and explore its collection through social media: