Juno Musonda has an affinity for Missouri State Parks and he’s not afraid to show it. In 2020, the Zambia-born, St. Louis-raised entrepreneur recognized a void in apparel that celebrates the Midwest and decided to act on it. “If you go out west or to the East Coast or to any national park, there are plenty of souvenirs to buy with the park name on it,” says Musonda. “I thought it was odd that there wasn’t any merchandise that represented the places I was going to in and around Missouri.” The 29-year-old launched Ope Outdoors with a small-run of eco-friendly T-shirts and later expanded to sweatshirt and hats, each with unique designs such as the iconic lodge at Pere Marquette State Park, large boulders at Elephant Rocks State Park, and the Meramec River to represent Castlewood State Park, and so on. We talked to Musonda to learn more about him and his line of “outdoorsy” clothes and accessories.
Do you have a background in design?
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Not at all. I was born in Zambia and moved to the U.S. at age 5. My family made its way to Missouri. We [first] lived in Hillsboro [Missouri] where we had family friends, but then moved to St. Louis. I went to Saint Louis University, graduated in 2016 with a degree in chemistry and was working various lab jobs before finding my current job at Anheuser-Busch. But I was itching to start a business and try something new. I like hiking and the outdoors so making these shirts was a fit.
Who designs the merchandise?
I do. I sketch them on paper, determine the color palette, the color of the T-shirt, and the design itself—but then I work with artists to put my images into Illustrator. I work with a company in Pennsylvania to print and ship them. Right now we’re a company of one. I do everything out of my Tower Grove home but hopefully someday Ope will grow into something bigger.
How would you describe the look of Ope Outdoors?
Nostalgic is the look we’re going for. I want these shirts to last a very long time, both because of their quality material and the design. I’ve always liked that vintage feel and the look of old things. The designs seem timeless.
Explain what Ope means for those who don’t know.
It’s Midwestern slang for a little surprise. Say, for example, you’re walking down the street and accidentally bump into someone on the sidewalk. You might say, “Ope. Sorry.” Just a Midwest nice thing. Maybe you hear it more in the northern Midwest, like parts of Minnesota and Wisconsin.
You design around Missouri State Parks, but do you plan to add other parks?
For now, I’m focusing on Missouri and Illinois parks but I might add St. Louis city parks. Most of the parks featured are places I’ve visited. I ask customers for suggestions through Instagram polls. If I get a lot of people asking for merchandise from a specific park, I’ll make that.
Not only do you sell T-shirts, but you also give back to the community by organizing monthly clean-up days and group hikes. Why is this important?
These are examples of things other brands do that I like and respect. I like it when businesses build community. That makes the exchange feel more human and less transactional.
You talk about the fashion industry as a waste creator. Almost 80 pounds of clothing is discarded annually per person in the U.S. What role does environmentalism play at your company?
The first-run of shirts we did were made from recyclable material. During and after the pandemic, access to those shirts was limited but the roadmap is there once they are available again. The shirts I use now are of a really high-quality material. They are made to last. We’re making something that people aren’t going to throw away after they wear it a few times.
What is your favorite hike in or around St. Louis?
A favorite is Whispering Pines in Hawn State Park near Ste. Genevieve, Missouri. There are two trails there that I like: one is about four miles and the other is close to six. But both are beautiful with an ethereal feel. They’re surrounded by tall pine trees. I tried to capture those trees and the surrounding grasses in the Hawn State Park T-shirt I designed.
Where is your apparel sold?
Through my website opeoutdoors.com and at Big Muddy Adventures in the Central West End. I also do a number of pop-up shops around town and post the location of those to my Instagram account @opeoutdoors. I just recently got into the Tower Grove Farmers Market so I’m there too.
