For our second episode of the 10,000 Lakes Project, we spoke with the Founder and CEO of UNRL - Michael Jordan.  

If you're a Minnesota Wild hockey fan, you've likely seen some of UNRL's apparel scattered throughout the MN Hockey Lodge as the company is well known for its connection to the hockey community throughout Minnesota.  

When COVID hit hard in 2020 and shut many businesses down, Michael was faced with a difficult decision regarding what to do with all of his staff. Many businesses started hunkering down, furloughing employees in order to stay afloat. Believing in the team at UNRL, Michael took a different approach and went on the offense during this time. He told us more about what this looked like and how it played out for the company.  

Making apparel that is UNRL quality is just the start of what Michael and his team do. They recently started the "Change Starts with Me Movement" over the summer in response to the death of George Floyd, and they've made great strides since then.  

In today's episode, we talk about Michael's unique founding journey at UNRL and how he and his team have bootstrapped it into the brand it is today.

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Trent's LinkedIn: https://www.linkedin.com/in/trentmadill/ 

Jake's LinkedIn: https://www.linkedin.com/in/jakekranz/