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Our mission is to preserve the Great Lakes by raising awareness on pollution within the Lakes, being apart of the solution within the clothing industry, and becoming a voice of change (or for the future). 

We are committed to the health of our beautiful Great Lakes. Join us as we continue to move forward. Each shirt is made with 100% recycled material. Each Active Tee is made of plastic from 8 plastic water bottles.

We contribute a GR8% of profits to Alliance for the Great Lakes. 

The future is now. Be the change you want to see. 


We are commited to:

  • Reducing pollution within the Great Lakes through: reusing waste in our clothing, beach clean up efforts, and supporting the efforts of AGL
  • Taking a stand against fast fashion by providing a green alternative to current clothing processes
  • Promotion of a circular economy within the clothing industry



Goals for the future:

This is just the beginning for Forever Great. We have a long way to go with impacting our community. We hope to make waves in the future by:

  • Hosting Beach clean-up events in West Michigan and beyond
  • Pursue the implementation of Great Lakes plastic directly into our clothing
  • Strive to develop an on-lake plastic clean-up initiative
  • Develop a product end-of-life waste solution



To preserve the Great Lakes via:


Of plastic pollution in the Great Lakes


Understanding & confronting the issues


Clean up your local beach & waterway

Great Lakes

Plastic Pollution

22 million pounds of plastic enter the Great Lakes each year


Plastic breaks down into microplastics that pollute our waterways

Drinking Water

Over 40 million rely on the Great Lakes & we all consume microplastics through our drinking water

Fast Fashion


Textile waste is the largest source of microplastic pollution in freshwater


The average American throws away 82 pounds of clothing each year


The average consumer keeps each garment for half as long as we did 20 years ago


We look to make waves by:

Beach Clean-Ups

Subscribe to our newsletter for updates on our upcoming clean-ups


Continue to research and develop the most sustainable methods of fashion


Striving toward a cradle-to-cradle solution for our clothing post-consumer


Chad was on a fall hike along Lake Michigan when he came along plastic scattered along the beach. He had some knowledge on climate change realities, but this close-to-home encounter sparked a realization - and the creation of Forever Great.


Chad Howell


Founder, Michigan Native, and GVSU Alum. Chad has a passion for the Great Lakes, sustainability, and fashion - leading to the creation of Forever Great

Nic Sagodic

Content Team

Photographer, videographer, and creative thinker. Nic captures the Forever Great lifestyle through his lens.

Chris Hitchcock

Content Team

Videographer, editor, and ideas guy. Chris specializes in short-form video content and brings energy to our team.

Donte Epps

Graphic Design

Artist, entrepreneur, and GVSU student. Donte brings design ideas to life through his digital artistry.

Supply Chain

People & Planet

Our processes put people and the planet at the forefront. We support living-wage jobs in the Americas - with a long-term goal to bring production to the midwest.

Recycled Plastic

Each shirt contains U.S. plastic waste from 8 plastic bottles. Made by our friends Recover Sports, bottles are turned into fabric in North Carolina and clothing is finished in Guatemala.

Recycled Cotton

Fabric made from U.S. cotton manufacturing waste and brought to life in Los Angeles, CA. These products are fully traceable within U.S. borders.


We are constantly looking to improve our practices and decrease our footprint.