After five years building an online streetwear brand, SANA opened its flagship store in downtown Detroit on Sept. 12. Eager fans lined up around the block to get in and purchase tees, hoodies, trucker hats, and more with designs inspired by Detroit’s sports teams.
The opening, which had a line to get in starting at 7 a.m., saw an estimated 500 shoppers walk through the door. It featured hundreds of giveaways, a DJ pumping out energetic sounds, and on-the-spot embroidery. Founder Michael Sana was on a megaphone, thanking supporters and professing his love for them all. A VIP party took place the previous night.
“We wanted to be the first premium brand that came out of Detroit that is very community-focused,” Sana says.
Sana and his team homed in on Discord to start building that community.
“It showed us that having a community where people can talk, meet each other, and trade, was a really big part of SANA,” says the Bloomfield Hills resident. “We leaned heavy into pop-ups. Every single pop-up, it’s almost the same 50 people first in line. They all want to come see each other. People become friends. That’s why we went into retail. We want people to enjoy talking to us. We want people to be able to meet people. It means more.”
How ‘Drops’ Grew SANA from the Ground Up
A first-generation American, Sana grew up working in his Iraqi parents’ store, Soccer World, in Rochester Hills. That was also where he cut his teeth designing logos and jerseys for soccer teams.
Not seeing enough Detroit-based streetwear, Sana created a Steve Yzerman hoodie in 2021. He started by selling around 20 units to friends and family. Then, he sold nearly 40 in a second drop, which continued to increase with every drop. From there, the essence of SANA was born.
Creative Collaborations
When Cade Cunningham was drafted to the Detroit Pistons that July, Sana flipped a design for him within 12 hours and managed to get a t-shirt in his hands.
“He walked off a plane wearing our T-shirt, and that was the massive spike in SANA. So, we went from selling 50 hoodies to 500 overnight. It was really cool.”
Collaborations with Detroit sports teams followed, starting with the Pistons during the brand’s first year, and then merch to support Miguel Cabrera’s final game with the Tigers in 2023, which led to the Red Wings and finally the Lions.
Creativity in how products are marketed is where SANA really shines, from a collaboration with Better Made with gear packaged in chip bags to an exclusive collection with Jahmyr Gibbs of the Lions shot in an arcade with a video game to showcase his speed. Sana refers to these endeavors as “world building”.
“We want you to feel like you’re a part of something or feel like it’s a lot bigger than just a T-shirt,” Sana explains.
A Store Meant to Feel Like Home
The world that Sana built in his store includes a café — serving nitro espressos, matchas, and soft serve ice cream — and a pool table.
“I want people to feel it’s a home,” he says. “In my culture, it’s big that when you come over, you have a cup of chai and you talk for hours…and build that connection.”
SANA’s new flagship store is located at 1275 Woodward Ave., Detroit. Its hours of operation are 10 a.m. to 7 p.m. Mondays through Saturdays, and 11 a.m. to 6 p.m. on Sundays.
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