My Style/Rod Call

Rod Call’s 45th Parallel
Clothing entrepreneur Rod Call’s eureka moment came on his daily business commute from Traverse City to Petoskey, in 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 insights that can 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 Call is still driving. But his road time is now spent touting his Snoloha brand of casual clothing to retailers throughout Michigan and beyond.
Originally from the Flint area, Call got his first taste of the retail business working for Bavarian Village Ski & Golf. 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 and complete a degree in business administration. Following graduation, he took a position with a web marketing company. He left that job recently to launch Snoloha.
Introduced in the fall of 2006 with a website, www.snoloha.com, Snoloha offers casual clothing based on flexible tee-shirt lines for kids to adults.
Call feels his brand also reflects a way of life. “Snoloha is a reflection of how we live, h ow 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. “
The clothing is available on Snoloha’s website and at Boyne Country Sports stores in TC and Petoskey. View On Our Website