Arrow Fat Left Icon Arrow Fat Right Icon Arrow Right Icon Cart Icon Close Circle Icon Expand Arrows Icon Facebook Icon Instagram Icon Youtube Icon Hamburger Icon Information Icon Down Arrow Icon Mail Icon Mini Cart Icon Person Icon Ruler Icon Search Icon Shirt Icon Triangle Icon Bag Icon Play Video

Leelanau Conservancy



We want to make a difference, not just a profit. We believe in a holistic approach to business—the better choices we make as a company, the better off we all are as a community. Here's how we do it.


Protecting where we play: 1% of all M22 sales goes toward preserving our area's natural resources. From our first day in business M22 has donated a percentage of all sales to the Leelanau Conservancy. We arranged our charitable contribution this way to express our team's devotion to preserving our natural environment—not just some off-the-cuff marketing scheme but a true initiative. This means that for every product sold a portion of the proceeds is given away—not based on profit, but on gross sales. So even if our company made no profit, we are still committed to our donation.  




Quality goods means quality life. If we wouldn’t buy it ourselves, we don’t sell it, plain and simple. How something feels, fits, and stretches; its stitching, durability, craftsmanship—these all go into consideration for each and every item that comes out of our doors. We'd rather have you keep it for a long time than it end up in a landfill.

Good source guarantee. As a company owned and run by a handful of Michigan natives, it’s our wish that everything we source be as local and sustainable as possible; we want to protect the land and water we love. We design and print all of our products right here in northern Michigan, and source them locally whenever we can. If we simply can't make it here, we work with world-wide producers who meet our ethical standards.

When it comes to sourcing any product, our ultimate goal is one of quality and consumer choice. Low cost is never a benchmark. Though a small number of “100% American-made” wholesale options are available to us, they unfortunately don’t yet meet our quality or selection standards. Because of this, we use U.S.-based distributors working with ethical manufacturers across the globe (never sweatshops). As a result, all of our apparel is sourced through WRAP (Worldwide Responsible Accredited Production) certified companies helping to promote safe, lawful, humane and environmentally friendly manufacturing. We believe these practices allow our business to both make a positive impact right here and throughout the world.



Sustainability here and now. We do everything that we can to make sure our company's environmental footprint is small, and keep looking for new ways. Our shopping bags are now recyclable and compostable, our M22 Challenge is a zero waste event, and we print our catalog on the most sustainable, 100% post-consumer waste paper available. Because we hate the idea of plastic polluting our lakes, we recently installed a water station in our downtown Traverse City store for anyone who wants to stop in and get a refill.

We keep trying to improve. We’re not perfect, but we’re trying, and we’ll keep trying to improve as the apparel industry progresses and more resources become available to us. Sometimes it’s not possible to source everything local. Sometimes we wish we were able to make an item more environmentally friendly. By keeping an ethical business philosophy at the forefront, we hope our small operation can keep heading in the right direction.