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Forever Great is a brand for change. The Great Lakes are facing a pollution crisis that shows no signs of slowing down. We noticed this firsthand and decided something needed to be done. Through the use of sustainable practices, recycled materials, and a hope for a better tomorrow, Forever Great was born.
Our Story
Founders Jack and Chad were hiking along the Lake Michigan shoreline and encountered plastic waste scattered across the beach. As Michigan natives, outdoor enthusiasts, and environmentally conscious students, they have spent much of their lives enjoying the beauty of the Lakes and know the realities of climate change. But it was in that moment, they realized the severity of the issue firsthand on their home shores. Right on the beach that day, they decided to do something about it. 
Chad Howell is a student at Grand Valley State University. Growing up on Michigan's east side and later moving to the Muskegon lakeshore, Chad has spent many summers enjoying the Great Lakes and warm Michigan weather. Chad enjoys the outdoors and going hiking, camping, and traveling across the state.   Jack Kleinrichert is a student at Grand Valley State University. Born and raised on a lake in Traverse City, Michigan, Jack has spent countless hours experiencing everything Lake Michigan has to offer. Jack also loves the outdoors, spending a lot of his time out on the water, boating, and fishing. 


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.