SNOLOHA BRAND BORN AT THE NORTH'S 45th PARALLEL

Clothing entrepreneur Rod Calls eureka moment came on his daily business commute from Traverse City to Petoskey, communities along Northwestern Michigan's sprawling Lake Michigan shoreline. As he passed the familiar state road sign denoting the 45th Parallel (You are now halfway between the Equator and the North Pole), Rod experienced one of those startling insights that often times occur when least expected. I had just returned from a great trip to the Virgin Islands. And now I was back in the cold and blustery throes of winter. Obviously my mind was still in the islands. As he thought about the road marker he had just passed, Rod reached over to the passenger seat and scrawled a note on a Rolling Stones magazine: Somewhere between the islands and the arctic little realizing that phrase would trigger the creation of the Snoloha clothing company.

The date: March, 2003. Today Rods still driving. But his road time is now spent touting his Snoloha brand of casual clothing to retailers throughout Michigan and beyond. Quietly introduced in the fall of 2006 with a website (www.snoloha.com), Snoloha is a company with a dual mission. Sure, it's a brand of casual, even relaxed clothing based on flexible tee-shirt lines for kids to adults 60 and older. But it's also a way of life. Snoloha is a reflection of how we live, explains Rod. How we work, play, vacation and simply enjoy life somewhere between the islands and the arctic.

So whether you're island hopping in the Caribbean or heli-skiing in Alaska, the goal at Snoloha is to be a part of those passions and experiences in clothing worn by individuals who enjoy this lifestyle somewhere between the islands and the arctic. Presently the clothing is available on Snoloha's website and from a growing number of Michigan-based boutique retail outlets. In Northwest Michigan, the brand is now available at Boyne Country Sports stores in Traverse City and Petoskey.

The company's goal is to carefully introduce its clothing and lifestyle, while providing exclusive retail arrangements wherever possible. Ideally our sales will come from a mix of retail and online availability, notes Rod. He realizes the tee-shirt market is crowded, however feels the Snoloha cachet and lifestyle link will provide wearers a special type o that will translate to brand recognition and a solid sales track.

Initial target markets are the Great Lakes Basin states, East and West Coast, Florida, Texas and Colorado. The Snoloha.com website is designed to not only attract visitors, but also feature their travels, stories and photos. Several web promotions and collaborations are planned, says Rod, and will be unveiled with the company's official launch planned this spring.

About Rod Call. Originally from the Flint area, Rod got his first taste of the retail business working for Bavarian Village Ski & Golf. Later stints in Ann Arbor and Lansing at Boyne Country Sports followed after attending the University of Michigan, Flint campus, for three years. He then moved to Petoskey to manage the Boyne Country Sports store and after eight years with Boyne/Bavarian Village, moved to Traverse City to attend Northwestern Michigan College's University Center and complete a degree in business administration. While attending college in Traverse City, he returned to Boyne Country Sports, and following graduation he took a position with a web marketing company. He left that job recently to launch Snoloha.

Contact Information: 231.642.7998 rod@snoloha.com www.snoloha.com

Rod Call
SNOLOHA
539 West Ninth Street
Traverse City, MI 49684