The University Book Store in Hilldale serves the students, alumni, and faculty of the University of Wisconsin–Madison, as well as the wider Madison community. Although called a bookstore, it mainly offers a wide selection of Badger gear, including T-shirts, sweaters, and souvenirs with UW symbols, often at good prices with sales and discounts. The store is well-stocked, clean, and organized, with friendly and helpful staff. While it focuses heavily on fan gear, there are limited book options. The store is a great place for fans of the university and the color red, offering accessories and apparel suitable for various ages and interests. It is a vibrant, welcoming location to support the Badgers and browse university-themed items.
