Standard Roofing & Restoration specializes in residential and commercial roofing services throughout southeastern Wisconsin. We are a family-owned roofing company based in Wauwatosa and committed to professionalism, quality craftsmanship and great customer service.

Unlike some other companies, we’re roofers first; not salespeople. We take pride in our years of experience and knowledge, and we prioritize being the best in the industry. We know how to do roofs, and that’s why only the best roofers work with us.

When you choose Standard Roofing & Restoration, you’ll get personalized service from our customer-focused staff whose goal is your satisfaction.

We are non-commission based – we do this because we care.

Standard Roofing & Restoration is rooted in the community

Standard Roofing & Restoration is no newcomer to the roofing industry or to southeastern Wisconsin. We’ve been here since 1901, passed down from generation to generation of life-long roofers who are proud of our Milwaukee roots.

It all started with a dream. Our founder, Charles Walter Freuden (1881 – 1969) began Standard Roofing & Restoration as a young man determined to provide for his family. At just 20 years old, opened shop in downtown Milwaukee and grew his business while also expanding his family.

Standard Roofing & Restoration had its humble beginnings on Reed Street – now called 2nd Street – just across the river from what is now the Historic Third Ward. But, through hard work and dedication, Charles was able to upgrade to a new location. In the 1940s, he bought the iconic Standard property at 1820 S. Kinnickinnic Ave., from a cheese making business.

Our Founder Grew the Company Along with his Family

His company was successful. And so was his family. Charles and his wife, Emma, had four children during that time. Their youngest, Edward, went to work for his father in 1942 upon returning home from military service in World War II.

Two years before Charles’ death in 1969, Edward took over the business. His own sons, Gary and Jon, joined him in the early 1970s. Then, when Edward was ready to retire in 1990, he passed on Standard Roofing & Restoration to his son, Gary.

Gary Freuden continued his grandfather’s legacy.

Friendships Led to Partnerships

Along the way, Gary befriended another roofer named Jerry Wycklendt who operated his own company called South Side Roofing. Gary and Jerry helped each other over the years. They shared advice, contacts and even materials.

In keeping with the family tradition, Jerry’s son Jake became a roofer and worked not only with his father’s company, but worked with Gary Freuden at Standard Roofing & Restoration as a commercial foreman.

When Gary decided to retire in 2017, he passed the Standard Roofing & Restoration torch to Jake Wycklendt, our current owner.

Jake opened our new office in Wauwatosa in 2020. And, along with his lifelong best friend, Russ Breitenbach, he also opened our sister company, Standard Windows & Doors, in Menomonee Falls.

Both Standard Roofing & Restoration and Standard Windows & Doors share warehouse space in West Bend.

All of us here at Standard Roofing & Restoration are proud of our Milwaukee and Wauwatosa-area heritage and our commitment to excellence.

Contact Standard Roofing & Restoration

If you’re looking for the best roofing company in southeast Wisconsin with a name you can trust, look no further than Standard Roofing & Restoration. Our professional team is ready to handle your residential or commercial roofing project with care and customer-focused results. Contact us today for a free quote or to learn more about what we can offer you. We’re here to make your roofing project a success.