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Have Midwest Pride? Student Launches Clothing Line for You

By Hally Darnell

If you prefer lakes to oceans, grilling dinner and roasting dessert to a five-star restaurant, and would choose spending your summers and winters outdoors over a tropical vacation, meet your new favorite brand: Northern Etiquette, the Michigan-based apparel company that was created to represent values of Midwesterners. Down to the logo, the brand epitomizes life in the lighthouse state.

Tyler Mehigh
Broad College junior Tyler Mehigh launched Northern Etiquette to represent his Michigan roots in style.

With brands like Vineyard Vines, Southern Tide, and Fraternity Collection adorning college students on campuses across the country, Broad College of Business student Tyler Mehigh (BA Management ‘18), and business partner Connor Jacobs, decided to make their mark with a fresh (water) take on the prep apparel market.

“I have always had a dream of owning a prep apparel company,” says Mehigh. “In early 2014, I started working on the idea taking a few years to fully plan out and design the company I wanted, which portrayed all of the values I believe the north embodied.”

Since their launch in the summer of 2016, the company has seen success in both sales and social media following. With over 3,000 followers on Instagram (@NorthernEtiquette) and a successful social campaign using the hashtag #StayNorthern, the brand has nowhere to go but up.

On what inspired them to create the brand, the founders said that they realized that they admired brands that catered to their maturing style, these that those brands did not reflect where they came from.

“We grew up and evolved from gym shorts and tank tops, to nicer, preppier apparel,” said the founders. “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.”

Northern Etiquette’s product range, which includes men’s and women’s apparel, as well as accessories, can take you from pontoon rides on Lake Michigan, to the slopes of Boyne Mountain, and everywhere in-between. From the crewnecks to the koozies, there is a piece in their collection to fit any Midwesterner’s lifestyle.


Eli Broad College of Business

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