Our Story & Mission
THE ORIGIN STORY OF GUTTEN MIN & CO.
For the daredevils. For the thrill-seekers. For the adventurous. Gutten Min & Co. was made for you to live your most vibrant life with zero reservations or boundaries.
Our story starts many years ago with a little boy named Tye and his bestemor (Norwegian for grandmother). She was known as Besta, for short. Growing up, Tye accepted Besta’s unconditional love the way the shore welcomes the warm waves. She referred to him as “gutten min,” which translates to “my boy,” and continued to do so well into his adult years. She supported his dreams and made him believe he could do anything he wanted to do as long as his intentions were good. Finally, heeding his grandmother’s guidance, Tye decided to take action.
In memory of his grandmother, he founded Gutten Min & Co., which features a blend of his passions, including art, fashion, surfing, biking, sustainability, and more. It serves to honor her legacy and inspire others to live life to the fullest, to abandon the regrets and accept new, unforgettable experiences - the good, bad, and everything in between.
Founded in 2021, Gutten Min & Co. makes it easy for you to thrive and live your free-spirited lifestyle with ease. Our collection features high-quality everyday pieces that will encourage you to take risks on a daily basis, leading to more fulfillment as a result.
MAKING SUSTAINABLE THE TREND
We value this beautiful planet that has granted us so much life. To show our appreciation, we donate a portion of our profits to various organizations, including Water for People to provide accessible, sanitary drinking water and the American Eagle Foundation to protect the Bald Eagle and other birds of prey.
We also have personal goals to improve the environment. By 2040, we aim to become 80% carbon neutral in an attempt to reduce our carbon footprint. We also plan to do the following:
- reduce paper and printed materials
- use up to 100% recycled packaging materials
- avoid straws, plastics, and other wasteful materials
- use fully sustainable organic cotton
- utilize digital communication for all areas of our company
Additionally, we welcome your input regarding sustainability, as we’re committed to creating an educated community that strives to make the world a better place.
Simply put, Gutten Min & Co. is not just a brand - it’s a lifestyle. So, join us for the thrill of a lifetime. Once you do, you’ll never look back.
At Gutten Min & Co, our mission is to provide high-quality, hand-drawn, originally designed streetwear apparel and everyday items that inspire you to live life on your own terms. Our motto here at GM&Co is and will always be, Dare to Try.
We aim to make a positive impact on the planet and its people by supporting worthy causes and supplying unique streetwear that inspires others to do the same.