Oshki: A Farewell and a Thank You

After over eight years of building Oshki, this is one of the hardest things I’ve had to write. Our time as a business is coming to a close. 

I wanted to take a moment to share how we got here, what I’ve learned, and to thank those who made it possible. I started Oshki as a rising senior in high school, strictly as a way to raise funds for Great Lakes conservation efforts amidst a $300 million budget cut to the Great Lakes Restoration Initiative by the Trump administration. Having the experience of a childhood along the shores of Lake Michigan, as well as an internship at the GVSU Annis Water Research Center, I knew a budget cut of this size was the last thing an already endangered water system needed. 

Wide-eyed and determined, I incorporated as a business with the help of my grandfather, selling apparel because it was the easiest thing to do with the money I had saved up landscaping that summer - pledging 5% of proceeds to Great Lakes funding from day one. 

I was never a talented artist, so I reconnected with an old pal of mine, Jimmy Cobb, to do the artwork. Never at the point of conceiving the business did I imagine it would take me into a full time opportunity, running Oshki for 3 years post-graduation from the University of Michigan. For this opportunity, I am eternally grateful. 

Over the last 12 months, we’ve faced the same pressures felt by many small, value-driven brands: unpredictable tariffs, rising production costs, and a post-pandemic economy that has made it increasingly difficult to operate at our scale without seriously compromising on the quality or the ethics that are at the heart of  Oshki’s values. 

We weathered three major setbacks - a tariff-related loss on a non-profit partnership where we were charged 5 times our original shipping cost from our contracted shipping company, a delayed launch with a major retailer due to tightened buying budgets for this calendar year, and a exciting co-branding opportunity set to launch last fall that became a total loss due to a warehouse fire. Each hit on its own would have been manageable; together, they became impossible to sustain. 

After months of reflection - and some stubbornness in letting go -  I have made the difficult decision to close Oshki. This choice wasn’t made out of defeat but out of respect - respect for the mission, for the people who have graciously supported me, and for the reality that sustainability must also extend to ourselves. 

For much of the past 2 years, I kept telling myself  “I’ll be able to pay myself and expand our team after this next deal, after this next partnership.” I have poured my savings and my identity into Oshki, and while it's not the ending I was hoping for, I know that it is time. 

Building Oshki taught me what it really means to do work with integrity - to choose purpose even when it's inconvenient, and to accept that sometimes, the right path isn’t the easiest one. There is a lot of grief in letting this chapter go, but also a relief and excitement in what is next. 

To everyone who wore our gear, who shared our story, and supported our mission throughout the years - thank you. Every purchase, every message received, and every Great Lakes cleanup made this work feel worthwhile. In a world where it can be difficult to stay hopeful, your support reminded me that people still care about doing good the right way. 

To our team - thank you for believing in both me and the mission we set out to pursue, even when the road became unpredictable. Your support made it possible for Oshki to grow beyond what it ever could have on its own, and for that, I’ll always be grateful. 

To my friend and artist, Jimmy Cobb, thank you for bringing Oshki’s story to life in ways I never could. Your talent and sacrifice kept me inspired in an often-isolated journey. If anyone reading this is looking for original artwork or mural work, you can find Jimmy’s portfolio here. 

As we close, we’ll be offering our remaining inventory for those who would like to carry a piece of Oshki forward. Every order and piece of support helps us end this chapter with gratitude and grace and I would appreciate it more than you know. 

Oshki began as a simple idea: that small actions can protect something as vast as the Great Lakes. That belief remains unchanged - and it’s one I’ll carry with me into whatever comes next.

With gratitude,
Jackson 
Founder - Oshki