The new gold standard is the BLUE gold standard

Born of the belief that fresh water is more valuable than gold, BLUE gold represents a true luxury in natural resources that need protection from threats to the quality of water and quality of life for citizens in Michigan.

FLOW (For Love of Water) is one of Michigan's greatest champions and their philosophy is simple: if we treat water as a commons, recognizing both public and private rights, we can ultimately drive better decisions in all other sectors because everything depends on water. Their mission is to protect the common waters of the Great Lakes Basin through public trust solutions. As the Great Lakes Basin’s only public trust policy and education center, they demonstrate how policies like the public trust and commons can empower decision-makers to safeguard 20 percent of the world’s fresh water.

Gitche Gumee Co gets it's name from the Ojibwe Gichigami which translates to meaning "Ojibwe's Great Sea" and is Lake Superior's first documented name.

The purpose of  BLUE gold collection was to create stunning product that evokes questions that lead to conversation. What's more, to help protect all our Great Lakes, Gitche Gumee Co is donating 15% of all BLUE gold's net profits to FLOW to aid in their vision to build a movement that strengthens and inspires education and application of the public trust and commons for the benefit of current and future generations.