About Us

A Brand For You

41 North Co was founded by Matthew Randell as a passion project. Matthew is a descendant of a Finnish copper miner and appreciates the uniqueness of every resident of the Upper Peninsula of Michigan! 

It takes grit, it takes SISU, it takes a lot of things to live the Keweenaw. Matthew understands how unique the residents are and is on a mission to find out our ‘why’ while promoting the outdoors as one way to live a healthy lifestyle.

Along this journey, Matthew wants to build a brand the Keweenaw residents are proud to be a part of and are proud to wear. The products you buy allow us to fund the content you can follow along with. 

Additionally, tourism is at the heart of the Keweenaw economy, and it has always been Matthew’s mission to give our awesome guests something they can take home with them that represents the Keweenaw the best.

A Note From Matthew:

“A brand for the people by the people. At 41 North Co., we promise to listen. We want the community’s involvement. If you have an idea for a design you would like to see, do not hesitate to reach out to me!”

If you are a creator or interested in becoming a brand ambassador, complete our application here

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To Our Keweenaw Guests

We know that for the Keweenaw to continue to thrive, tourists like you must come to town and spend money. We hope that the work we put into showing off this amazing place or that inspires your next adventure can also be in consideration while shopping our apparel.  

41 North Co. loves showing off the Keweenaw, but that takes time and money. Thankfully through your purchases, we can continue this adventure. We thank you in advance for your patronage!

image of a girl with a 906 necklace wearing a tan tee with a shoulder bag

Our Mission: Encourage and promote a healthy lifestyle that embraces the outdoors.

Our Vision: Be ‘the brand’ of the Keweenaw.

More on Our Mission:

Matthew started his career in the medical field and believes that spending time in nature is vital for mental and physical well-being. At 41 North Co., we are committed to inspiring people to integrate outdoor activities into their daily lives. By providing resources, support and inspiration, we aim to empower individuals to live healthier, happier, and more fulfilling lives. We also believe that a healthy lifestyle is a journey, not a destination, and we strive to encourage people to get outside, connect with the natural world, and reap the rewards of an active and balanced lifestyle. Join us in our mission to embrace the great outdoors and live your best life!

Calling Keweenaw Creatives

We encourage you to join us on this incredible journey. We would be honored to have you as part of this small tribe. We want 41 North Co. to be an outlet that you can utilize to express your creativity.

Whether you sign your name or contribute silently, all are welcome!