For business owners under oath of their mission statement, the basis of their discipline is derived from the type of future they envision for their community. As this new age of consumers shift, and business owners are encouraged to use their principals and values as the face of their company, entrepreneurs are becoming more comfortable with allowing their cause to be at the forefront of their business model, as opposed to championing marketing that caters to money and consumption alone.
The newly founded Gr8 Lks apparel company
based in Muskegon, co-owned by Andrew Mann and Pete Gawkowski, centers its ideals around the environmental well-being and sustainability of the Great Lakes. The clothing is constructed from both organic cotton and recycled materials, and for every consumer’s dollar that is spent, a minute of time is matched dedicated to cleaning up the shore lines and waters of the Great Lakes. Despite being a for-profit company, the partners pride themselves on their incentive to put their money toward a greater cause — one that can be monetized on a visible scale.
“Yes, we’re a for-profit, we are chasing the dollar because we’re chasing a sale, but you’re seeing it in action,” says Mann. “We’re not just telling you we’re donating, you physically see it because our business and our company is built on proving to the consumer that we are following through on our word.”
The idea for Gr8 Lks, Mann says, was a culmination of many things, ranging from his background in retail, and their overall interest in environmental sustainability.
Mann explains that although the Great Lakes are strongly associated with Michigan, one of their long-term goals is to bring awareness to other states such as Minnesota and Wisconsin, and even Canada who, like Michigan, have an identity connected to the Great Lakes, but that is often left out of the conversation.
The number eight within their logo, Mann says, unintentionally represents the eight states connected to the Great Lakes; however, they hope to stretch their efforts beyond that.
Aside from their promise of matching every dollar to every minute, their goal is to continue pushing the agenda of environmental education, and to “bring in a group of people that’s big enough, so that we can make a big dent in this issue,” says Gawkowski.
Though the apparel-brand is still in its early stages, its impact is already evident — the reaping of an idea slowly coming into fruition.
“Last year, if my oldest son would’ve walked past a piece of trash, he probably wouldn’t have thought twice about it but now, if I walk down a street or the beach and he sees a piece of trash, the first thing he says is, ‘Dad can we pick that up?’” says Gawkowski. “I think that little things of just him learning that this could make stuff better in the future is a pretty big thing for me.”
Images courtesy of Gr8 Lks.