SHOULD BE

Maine’s slogan, “The Way Life Should Be,” captures Maine's beauty and authenticity: the sawtooth coastline, pined mountains, vast open space, and a simpler way of living with nature and each other. The Should Be brand asks a simple question:

How Should Life Be?

Maine is beautiful. But it should also be more diverse, economically dynamic, environmentally proactive, and politically engaged.

Should Be keeps our eyes on the horizon, pushing us to strive locally, in our own ways, for a better Maine and beyond. Should Be is a collective endeavor to advance a world where all of us can experience an exceptional way of life.

Designed and packaged with care in midcoast Maine.

Free domestic USPS shipping included in all orders.

The Collection

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For a more perfect Maine

We are for diversity, equity, justice, and sustainability. We will donate 10% of shop profits to the New Mainers Resource Center.