A man with short gray hair, wearing a light gray hoodie and jeans, is sitting on the floor of a clothing store. He is surrounded by various colorful t-shirts laid out on the floor and is holding a notebook and pen, seemingly taking notes or making sketches. In the background, there are racks of more t-shirts in different colors and designs hanging up for display. The store has wooden flooring and shelves filled with folded clothes.

How OSU alumnus Mike Staubus helped shape an iconic brand

Wednesday, May 14, 2025

Media Contact: Mack Burke | Associate Director of Media Relations | 405-744-5540 | editor@okstate.edu

In the world of branding, few images are as recognizable as the smiling face of Eskimo Joe and his trusty sidekick, Buffy.

Behind many of the beloved T-shirt designs you have most likely seen is Oklahoma State University alumnus Mike Staubus, whose artistic touch helped turn a Stillwater bar into a national destination.

Staubus, a 1983 OSU graduate with a Bachelor of Fine Arts in graphic design, never set out to become a household name in Oklahoma. But his passion for art ultimately set him on a career path that would intertwine with Stillwater’s Jumpin’ Little Juke Joint, which celebrates its 50th anniversary this year.

“I wasn’t the best student, but I fell in love with publications,” Staubus said. “Working on the OSU yearbook gave me an opportunity to explore photography and design, and, more importantly, it introduced me to a lot of great people.”

A Chance Meeting

A white T-shirt with a graphic design on the front. The design features a cartoon character of a man wearing an orange and white sports jersey duniking a basketball. The text above the character reads 'Eskimo Joe's' in red letters, and below it says 'Stillwater, OK' in smaller red letters. The T-shirt is laid flat on a green surface." — A famous Staubus design is this T-shirt, inspired by Cowboy basketball player Scott Pierce losing a tooth during an Elite Eight game against UMass. Eskimo Joe’s quickly made this shirt for the Cowboys’ 1995 Final Four appearance in Seattle.

After graduating from OSU, Staubus started a small screenprinting business out of his basement on Husband Street in Stillwater.

The operation was far from commercial, but it was a start. His early clients were small businesses around town, and while he wasn’t making much money, he was gaining experience.

One sweltering June afternoon, he decided to take a break and grab a drink at Eskimo Joe’s. At the time, Joe’s was just a tiny bar with a handful of devoted patrons. That spontaneous visit turned into a career-defining moment when a friend introduced him to Eskimo Joe’s owner Stan Clark.

“My buddy told me, ‘Hey, this place is coming up on its anniversary. You should meet the owner and pitch a T-shirt idea.’ So, he brought Stan over, and I told him about my idea for an anniversary shirt featuring the snowshoes that hung on Joe’s wall,” Staubus said.

Clark, known for his enthusiasm and eye for marketing, loved the concept. The first run of 200 shirts sold out almost immediately. That moment marked the beginning of a creative partnership that would last more than four decades.

“We’ve been a blessing to each other,” Clark said. “His contribution to our brand is immeasurable. It was a very long-term relationship. I aspire to create and nurture it in everything I do. We live by a vision of greatness. We want to be the favorite company everyone works with. And Mike reflects that.”

Local Legend to National Icon

Following that first successful shirt, Staubus became Eskimo Joe’s go-to designer. Over the years, he illustrated countless shirts, advertisements and promotional materials that captured the brand’s fun-loving spirit.

His work wasn’t just limited to anniversary shirts. Staubus was instrumental in developing themed designs for holidays, OSU sporting events and pop culture parodies. One of the most successful designs came in 1995 when OSU’s men’s basketball team reached the Final Four in Seattle. Staubus pitched the idea for a shirt called “Toothless in Seattle,” a play on the movie “Sleepless in Seattle,” inspired by OSU player Scott Pierce losing a tooth during a game. The design was a massive hit, selling thousands of shirts and solidifying Eskimo Joe’s place in Stillwater culture.

“That moment really changed things,” Staubus said. “We suddenly had lines wrapped around the block. We had to bring in multiple printers to keep up with demand. It was a turning point for both Eskimo Joe’s and for me.”

As Eskimo Joe’s grew, so did its reach. In 2011, OSU and Eskimo Joe’s officially partnered to co-brand merchandise, a milestone that Staubus considers one of his proudest achievements.

“To have my alma mater recognize the work we had done and invite us to collaborate officially was really special,” he said. “It felt like everything coming full circle.”

Two men are standing in a clothing store. The man on the left is wearing a navy blue sweatshirt and a black cap, while the man on the right is wearing a gray hoodie and holding a white bag with a design on it. The store has various clothing items displayed, including t-shirts, sweatshirts, and hats with 'Eskimo Joe's Stillwater' logos. There are also stuffed animals and other merchandise visible in the background. — From left: Eskimo Joe’s owner Stan Clark and longtime designer Mike Staubus pose inside the Joe’s store, which is full of items depicting Staubus’ designs.

A Legacy in Ink

For 43 years, Staubus has poured his creativity into every design, helping shape Eskimo Joe’s into more than just a restaurant. His illustrations found their way into homes nationwide, often as treasured souvenirs from visits to Stillwater.

“Mike’s contribution to everything that the Joe’s brand has become is off the charts — you can’t even put it into words. He was the first to take Joe and Buffy out of the circle. He gave them both life, and everything they have become has been Mike’s vision,” Clark said. “He never fails to blow my mind, even after decades. I am amazed at what he has grown to become as an artist.”

Now, after a lifetime of creating, Staubus is stepping back into a new role as a consultant for Eskimo Joe’s, ensuring the brand stays true to its roots while giving new artists the chance to put their stamp on Joe’s legacy. Although he won’t be illustrating full-time, he remains passionate about the arts and hopes to help emerging artists find opportunities in design and branding.

“I’ve been lucky to do what I love for so long, and I want to help other artists do the same,” he said. “Art isn’t just about skill; it’s about storytelling, about making people feel something. That’s what I’ve always aimed to do.”

With more than a thousand designs to his name and an immeasurable impact on OSU and Stillwater, Staubus’ work will live on in the smiles of Joe and Buffy.

“The goal was always to make people happy,” he said. “And I think we did that.”

Several sketchbooks with pencil drawings are spread out on a colorful t-shirt. The sketches include various cartoonish characters, some of which are smiling or laughing. Three yellow pencils are placed on top of one of the sketchbooks. The t-shirt features a vibrant design with animated characters and the text 'A Fun House 1975-2015.' This image showcases the creative process behind character design and illustration, highlighting both rough sketches and a finished product on the t-shirt. — From paper to print, Mike Staubus’ ideas start as a sketch before becoming a kaleidoscope of color: an eye-catching product that makes Eskimo Joe’s stand out.

Photos By: Gary Lawson

Story By: Page Mindedahl | STATE Magazine