From a basement in Milwaukee to a bustling community hub, Enrique Murguia, aka T-Shirt Boomin, has transformed a simple idea into a powerful movement that blends art and advocacy as part of his screen-printing studio Milwaukee OATS.
Through his dual roles as a community organizer and young entrepreneur, Murguia uses printing messages on shirts to unify communities, raise awareness of important causes and cultivate the next generation of leaders.
The Philosophy of Impact
At the core of Milwaukee OATS is the philosophy encapsulated in its name— “Only a T-shirt.” For Murguia, T-shirts are a lot more than just apparel. They’re a medium for messages of positivity and empowerment. “You’re literally wearing your message,” Murguia says. “It’s part of your daily life, letting people know what you support and advocate for without saying a word.”
One of Murguia’s most impactful designs featured the message, “Milwaukee. Welcome to Our Neighborhood,” aimed at bridging the city’s diverse and often segregated communities.
“We distributed these T-shirts across various neighborhoods—from Latino to Black to Asian and in the suburbs—to foster a sense of unity under the common identity of being part of Milwaukee,” he says.
Another notable design depicted a soldier with a rifle facing a child holding a flower, symbolizing a poignant dialogue on peace.
“The gun and flower were pointing at each other,” Murguia says. “We wanted people to think about what peace means to them, highlighting the stark choices between violence and harmony.”
Growth and Expansion
The OATS team works around the clock to handle orders and continue brand growth. Photo courtesy of Milwaukee OATS
Over the years, Murguia has steadily expanded Milwaukee OATS from a modest setup in his parents’ basement to increasingly large and more professional spaces. In the beginning, Murguia was limited to water-based printing, since his initial studio, which he shared with another artist, didn’t have a washout booth. As Murguia continued to acquire more advanced equipment, however, he transitioned to an industrial space better suited to his operations.
Today, his business includes a vibrant storefront with studio space in Milwaukee’s Bay View neighborhood. The location also now serves as a hub for screen printing and a showcase for his designs and the works of other local artists.
Suffice it to say, the result has been plenty of busy days. “Sometimes I’m here till 2 a.m. I’m still building a business and figuring out how to create that work-life balance,” Murguia says of his efforts, especially when he’s in the middle of handling the rush of orders he receives during Milwaukee’s bustling summer season.
From Art to Activism
While earning an art degree, Murguia immersed himself in the fashion and counter-culture art scenes inspired by icons like Basquiat and Banksy. His early exposure to screen printing, in particular, came through influential brands like OBEY Clothing, founded by Shepard Fairey, a street artist best known for his Barack Obama “Hope” poster.
Murguia’s commitment also expanded into the area of community service when he joined Public Allies, an AmeriCorps program, where he spent his time working with Urban Underground, an organization dedicated to fostering youth leadership and civic engagement.
“It turned into me teaching young people how to screen print, which evolved into lessons on social justice and community organizing,” Murguia says. “It’s like putting the medicine in the soda—kids have fun while learning valuable skills.”
At the same time, as Murguia’s work increasingly came to resonate within the community, a growing number of people began to recognize him as “the screen printer, the art guy making T-shirts with young people.” This in turn translated into an increasingly diverse clientele, with area bands, artists and even barbershops seeking his screen-printing services.
Community Collaboration and Mentorship
Not surprisingly, given Milwaukee OATS commitment to community, the shop’s list of nonprofit partners includes everything from Froedert Hospital to Sherman Park Grocery Store, 414 Life, Safe and Sound, Urban Underground, Cream City Conservation, Victory Gardens Initiative, Milwaukee Water Commons, Youth Justice Milwaukee, Dream.Org and the Office of Violence Prevention. “We’re not just making T-shirts,” Murguia says. “We’re part of the change, tackling issues from environmental sustainability to social justice.”
Milwaukee OATS works closely with the local community including schools and small businesses. Photo courtesy of Milwaukee OATS
The OATS team also engages with the community by hosting printing events and offering design services at reduced costs to some of its nonprofit partners in order for them to “have cool designs and cool shirts” as Murguia puts it.
Then, of course, there are the peer mentorship and internship programs Murguia has created to help high schoolers and college students just starting out: programs that allow trainees to acquire work and leadership skills via part-time jobs in his shop. He also works with Employ Milwaukee to provide young people who’ve had run-ins with the law the opportunity to learn empowering on-the-job skills.
“Young people come into the shop to learn skills to print or to run their own business,” he says. “We want to give the next generation the skills they need to give back to our community as future leaders. It’s amazing when you see them in a few years happily using the skills they learned with us.”
The impact of these programs is evident in the testimonials from participants. A recent college athlete from the University of Wisconsin-Milwaukee, for example, credits the internship with helping him launch a brand of his own. “I’ve been able to start a brand, which was always a dream of mine, all while learning business skills, marketing, promotion, sales, business relations and much more,” he says.
Expanding as a Community Hub
Looking to the future, Milwaukee OATS is working to expand its role to where it becomes a vital community hub. As part of this effort, Murguia says he has plans to add a music studio where young Milwaukee musicians and rappers can gather and record. “As an organizer, I see these musicians as informal creative leaders,” Murguia says. “Partnering with them helps us quickly find more interns and boosts our credibility.”
Again, as mentioned earlier, Murguia’s storefront has also become a showcase for other local creators. Reflecting on his own early days in the industry, Murguia says, “When I started making T-shirts, I looked for local retail spots to sell them. Now that I have the space, I want to give that opportunity to the ‘younger me.’” At press time, the shop featured displays from three artists, including a former intern who has since ventured into fashion by repurposing jeans, and installations from a videographer and a local musician. The eclectic mix highlights the diversity of Milwaukee’s creative scene and attracts a varied customer base.
“We’re thrilled to amplify people’s voices and go above and beyond for our customers,” he says. “People see our work in the community and want to be part of it. We’re super grateful for any order, and we want to be everyone’s preferred print shop and continue building those relationships.”
Inspiring Future Entrepreneurs
As for any advice he might have for his fellow designers or decorators, as a self-made screen printer who has navigated the ups and downs of turning a passion into a thriving business, Murguia says: “If you plant a seed today, you’re not going to get a raspberry bush tomorrow. You have to put the work in, and you may not see your yield for six months. But when you see it, it’ll be tenfold. Just have faith that it’ll bloom as you put in the work.”
Nicole Rollender is an award-winning writer, and heads up copywriting and content-creation firm STRANDWritingServices.com. For more information or to comment on this article, email Nicole at [email protected].
