When I travel or meet new people, my favorite conversation starter sounds something like, “Where are you guys from?” I use this to break the ice, but also to learn about something and gain a new perspective. Of course, the optimal way to understand a place is to go there yourself and experience it firsthand; but the next best thing is to talk to locals, those who have been molded and shaped by the place they grew up.

When the conversation inevitably turns to my own background, I give the classic answer: “I’m from Wisconsin. You know, beer, cheese and football.” This often gets a laugh – which I share. But the truth is, there is so much more hidden beneath the surface of this state. To sum up Wisconsin into beer, cheese and football, is to do the history and livelihood of our communities a disservice.

The Wisconsin state quarter falls victim to the same cliché, working to introduce outsiders to our state’s identity with well-known symbols: a cow, a wheel of cheese, an ear of corn and the state motto, “Forward.” While these icons stand as the overarching archetype of Wisconsin, countless layers of deeper stories wait beneath the surface.

Curb: Flip aspires to look beyond the version of Wisconsin we already know, flip familiar narratives on their head and uncover the many sides of the state. The 2004 Wisconsin state quarter stands as our inspiration; its simple imagery sparked our curiosity and desire to look for more. We begin with those who came before, capture the turning points of the present and land on what lies ahead.

As you read this issue, we hope you leave with a new understanding of the Dairy State. We hope you find a new appreciation for the history and traditions of Wisconsin. We hope you feel a sense of hope for the future of this beautiful state and the incredible people who make it up. 
To the stories yet to be told,