“South Dakota is like a really big small town,” said Janelle Schock, owner and designer at SoDak Clothing. “There are so many great people working really hard to make a difference, and we want to come alongside them and help them with that.”
Janelle and her husband, Andrew, acquired SoDak Clothing from a cousin in 2016.
Originally created based on a need for better branded South Dakota merch, the Schocks were asked to take over the company because of Janelle’s history as a photographer, and the couple’s enchantment with the state.
“They were like, ‘it just fits you guys, we feel like you should take this and run with it,’ so we did,” said Andrew.
The couple branded and expanded what was at the time simply a t-shirt brand, adding sweatshirts, hats, stickers, mugs and more.
“Our first priority is to develop authentic, lasting friendships as we promote all things South Dakota,” said Janelle. “The second is to offer quality goods that are reflective of the caliber of our SoDak state.”
Mind Over Matter
Andrew’s practice, Great Plains Geriatrics, treats the elderly in memory care facilities as their primary care provider. He says he aims to treat them with the dignity and respect they deserve.
The Schocks are proud fourth generation South Dakotans with an ancestry of farming, teaching, entrepreneurship, and state pride.
Janelle once taught graphic design and photography to high schoolers, while Andrew is a physician assistant who is a founding member and owner of a geriatric medical practice.
Now he serves as president of sales and marketing with SoDak Clothing, as well as running his businesses, Great Plains Geriatrics.
In both roles, his heart for people shines through.
“We love coming alongside and helping nonprofits and ministries like LifeLight and McCrossan Boys Ranch, partnering with people who are doing great things,” he said.
When pageants like Miss America and Miss South Dakota only allowed contestants to wear merchandise from their home state, SoDak Clothing stepped up to the plate.
“We love to just love on those women and make it fun for them to represent South Dakota,” shared Janelle.
This will be the company’s sixth year partnering with them.
SoDak Clothing has also started a clothing line in partnership with LifeLight called Fact Checker.
According to the Schocks, it’s important to source quality products, give back, and take care of the environment, while doing so whenever possible.
The company’s product lineup consists of tees, sweatshirts, hats, stickers, mugs, long sleeves, Hawaiian shirts, stocking caps, flannels, and more.
A Redemption line features upcycled flannels that are thrifted, embroidered, and resold at festivals, and the proceeds are given to non-profits around the state.
SoDak Clothing products can be found online, at Granite Sports and Krull’s in Hill City, in various Coffee Cup Fuel Stops, and Nyberg’s Dakota Workwear and ACE Hardware Stores across the state, to name a few.
As far as the design goes, Janelle says she is inspired by nature, the state, and the people in it.
“I’ll see something—a sunset, a landscape, animals, talking with friends and family, or just meeting new people, and ideas will come from that. It’s very spontaneous,” she said.
“Most creative genius is,” added Andrew.
Creating with a Cause
Janelle’s first design with SoDak Clothing was a buffalo with the words “save the prairie” on it. The proceeds of that design helped the Schocks purchase a piece of farmland they turned back into its natural habitat with shelter belts and plots to feed wildlife.
“My favorite part of the job is the adventure of meeting new people.”
– Andrew Schoch
The couple also does unique designs for specific requests, like for a Walk to End Alzheimer’s campaign, or for different restaurant and boutique merchandise.
Ultimately, Janelle says she won’t make anything she wouldn’t want to wear herself.
“We want to be that favorite shirt you reach for, the hat you can’t go a day without, or the shirt that brings you back to memories of that one summer road trip you will never forget,” she explained.
Janelle and Andrew also host SoDak Certified, a platform on their website where they promote different businesses they run across while traveling.
“We always have people reach out to us and say something like, ‘we’re in Spearfish, where can we grab coffee?’ and we want to encourage everyone in the state,” explained Janelle.
The couple takes the time to promote these hidden-gem-type spots on their social media.
“The people of South Dakota are so much bigger than we give ourselves credit for, and we want to encourage and highlight them.” -Janelle Schoch
“We love making connections across South Dakota, because you’re never that far removed from a relationship,” said Andrew. “It’s a big place, but it’s a small place at the same time.”
Janelle and Andrew have also developed a sister company, Snowbird Collective.
The clothing line works with nonprofits and local businesses in Southwest Florida with hurricane relief efforts after Ian, and the couple has plans to visit to help after hurricanes Helene and Milton.
Snowbird Collective features golf wear, Hawaiian shirts, sweaters, and more, and always aims to be environmentally conscious.
As life changes and evolves for the Schocks, they remain passionate about making the world a better place and stewarding their gifts and assets to do just that.
“We’re more than a t-shirt brand or a tourism brand, we’re making a difference,” said Janelle.
