Our Story:

Here at Northern Etiquette, we prefer our freshwater lakes to the salty oceans. Whether it was kicking back on the beach in the summer sun, watching the fireworks above Lake Michigan’s blue waters, or ripping down the hills of Caberfae on our skis in the winter, we’ve spent most of our time enjoying the many wonders of Michigan's outdoors. Each year we look forward to visiting our cottage up north, where life is simpler. Our fondest memories include bonfires on the beach, catching fish at the crack of dawn, and racing down sand dunes that seemed to go on forever. Nothing brings the family together like escaping from the complexities of life at home.

As we grew up and evolved from gym shorts and tank tops, to nicer, preppier apparel, we soon realized that none of the brands we were sporting originated in this region or represented the lifestyle we had grown so attached to. The genuine friendliness found in folks from the midwest is unparalleled. With this company, we wish to embody the values on which we were raised. This apparel is for those who help put in their neighbor’s dock, wave to every boater passing by, grill enough food to share with friends, enjoy the long days on the water, and personify what it means to have Northern Etiquette.