About

Established in Viroqua, Wisconsin, in 2010, driftless.earth aims to inspire appreciation, respect, and stewardship for the natural world within the driftless region through the sale of proprietary merchandise.

The word driftless describes a geographic region of central North America, located within in the upper Mississippi River valley. The pastoral landscape of the area appeals to naturalists who appreciate its diverse ecosystems and fascinating geological history.

Around 250 million years ago, the glaciers that covered most of midwestern North America encircled what we now refer to as southwestern Wisconsin, and adjacent portions of Minnesota, Iowa, and Illinois. When the glaciers retreated (melted), they left behind all the earthen matter captured within them. That matter is called drift, and where there were glaciers, the drift filled the valleys. Where the glaciers were not, there is a notable absence of drift. It is driftless.

The melting glaciers further carved the terrain—now identified by rolling hills, rock outcroppings, and small trout streams—as the water made its way to the world famous Mississippi River.

And now, millions of years later, we have a driftless region, where silent sports, such as birding, bicycling, hiking, skiing, and simply walking are popular recreational activities. Paddlers prefer the rivers, while pools in gentle spring-fed streams attract fly-tying anglers.

The rugged terrain is also home to many idyllic, often organic, small family farms.

Many who call the region home are respectful of the environment we share, and make an effort to live sustainably with the land.

When the original driftless sticker was first printed in 2010, it was not anticipated that it would evolve into an environmentally charitable brand. But over time, we found growing enthusiasm for the word "driftless," with an appreciation for the peaceful beauty of nature being the common ground among those embracing it. We decided to capitalize on that to contribute to the care of our corner of this amazing planet.

Seven years after the first sticker sold, for seven years in a row, from 2017 through 2024, 7% of all sales—thousands of dollars—were donated to organizations working to protect and serve the driftless environment we share. Thank you.

Now, beginning in 2025, we are taking on Highway Litter Patrol, and working to develop a plan that will use the money raised to pay individuals or organizations interested in adopting 2-mile sections of highway. Please contact us if this sounds like something you would like to do.

If you would like to become a retailer of driftless.earth merchandise, please contact us to set up a wholesale account.

Thank you for your support, and thank you for continuing to care about the health of our mother, Earth.