At South Arm, we believe adventure starts where the pavement ends. Born from the banks of Lake Charlevoix in Northern Michigan, our brand is inspired by the rugged landscapes, endless forests, and freshwater coastlines that define this beautiful region. Whether you’re tearing up a backcountry trail or on a boat with your favorite people chasing a sunset, our gear is designed to keep you comfortable, protected, and connected to the wild.

Founded by a couple that are lifelong outdoor enthusiasts, we know what it takes to thrive in Michigan’s ever-changing elements—from lake-effect snow to summer fundays. That’s why we craft high-quality, durable apparel made to withstand the test of time and terrain. We focus on sustainable materials, ethical manufacturing, and practical design—so you can focus on what really matters: the journey.

This is more than apparel. This is Northern Michigan, worn well.