It all started in 2001 when a group of Northern Michigan friends created a small hot rod club they dubbed "Deuce Thirty One" (a play on the Northern Michigan area code '231'). Close to a decade later, Lance Hill, Byron Pettigrew, & Brad Kula decided  to bring the moniker back in the form of a t-shirt. The idea was to start small; one t-shirt design, a little online store, and that was that. After happening upon a retail space at the Village at Grand Traverse Commons, the trio started to dream what their idea could maybe grow into.

Two weeks later the team had ten original t-shirt designs, calls into Michigan product vendors to carry their goods, relationships built with local print companies, and were spending day and night researching the t-shirt industry.

We got sick of seeing everything "Northern Michigan" sporting cherries and up-north cottages. There's a reason that we have moved around the state and come back to Traverse City, and neither of those are it. Michigan is home to one of the best wine, beer, and food scenes in the country, and contains some of the best and most passionate people there are. 

Stop by our shop at 800 Cottageview Dr. Suite 20, Traverse City, MI inside the Mercato at the Grand Traverse Commons and say hi to the guys. There's an uber comfy bean bag chair and usually North Peak Brewing or Short's Brewing Company on tap. Ciao