At JOYRide, everything we do starts with our love for Michigan City. Our mission has always been about more than being Northwest Indiana’s first pedicab service.
Our goal is to create experiences, celebrate the community, and shine a light on the people and small businesses that make this city special, which is exactly what inspired our new “I Heart MC” collection. We officially launched our shirts last week, in partnership with Wren on Wabash and W.A.I.R. (We All In Recovery), a labor of love that has been many months in the making.
Designed With Michigan City in Mind
Our founder, Rose, had a vision when creating this collection. She wanted to capture a feeling that locals instantly recognize and visitors never forget. Rather than focusing on one specific landmark, the design, nestled in the heart of “I Heart MC”, highlights a moment: the beach at sunset, the dunes, the shoreline, and the horizon stretching toward Chicago. The subtle nod to the iconic “I Heart NYC” design gives the collection a sense of familiarity, while the iconic scene makes them feel uniquely ours.
As Rose shared during the launch, “I wanted to create a design that captures my love for Michigan City in a way that feels both meaningful and recognizable. Rather than focusing on a specific landmark, I chose to highlight a moment; the kind that locals and visitors alike seek out and remember.” The collection highlights connection, hometown pride, and the moments that make Michigan City unforgettable.
Supporting Local at Every Step
As a small business ourselves that champions other small businesses that make our community shine, one of the most important parts of this project was making sure it supported the community in multiple ways.
A portion of proceeds from every “I Heart MC” purchase will be donated to W.A.I.R. (We All In Recovery), a recovery cafe and nonprofit making a lasting impact in Michigan City. This partnership is especially meaningful to us because Rose helped design and paint the space when W.A.I.R. first opened. Supporting their mission through this collection felt like a natural next step for our team.
In addition to the give-back component, the first run of the collection is available exclusively at Wren on Wabash, a boutique in downtown Michigan City, with more local businesses to carry the collection soon. Each shirt is printed locally by Reprographic Arts, Inc., helping keep the project community-centered from start to finish.
How The Design Came To Life
For Rose, the inspiration for this collection came from both creativity and connection to the community.
“My creative process often stems from trying to solve a problem or express something,” Rose shared. The goal wasn’t to make another souvenir-style shirt, but to create something locals would genuinely relate to and feel proud to wear.
With that vision in mind, the concept evolved into a design that celebrates the moments people associate most with Michigan City. The artwork itself is entirely artist-made, created by our team’s graphic designer and shaped by Rose’s creative vision and love for Michigan City.
A New Season of JOYRide
The timing of this launch couldn’t be more exciting for our team because starting Memorial Day Weekend, riders will once again see JOYRide cruising through Michigan City, spreading joy and helping people experience the city in a fun, memorable way. And yes, we’ll proudly be wearing the new collection while we do it! The shirts say it best. They were created to show love for Michigan City and the people who make it feel like home.
