Crain's Grand Rapids Business has announced its 2025 class of 40 Under 40, honoring young leaders shaping the future of West Michigan. This year’s honorees represent a wide range of industries and experiences - from entrepreneurs building startups to executives rising through established companies to public servants making an impact in government.
Among this year’s honorees is Kristin Ruud, Founder and CEO of Northern Classics, recognized for her entrepreneurial vision, dedication to growth, and the premium children’s outerwear brand she has built from the ground up.
From Finance to Fashion
A graduate of the University of Michigan with a degree in business, Kristin’s career path shifted during the COVID-19 pandemic in 2020. As a mom of four, she saw an opportunity to rethink children’s outerwear - creating coats and snow pants that were as fashionable as they were functional. What began as a personal passion quickly grew into a business idea, and Northern Classics was born.
Without prior experience in apparel, Kristin teamed up with a local textile designer in Grand Rapids and launched her first line in 2022. She describes the journey as a leap of faith, one rooted in creativity and resilience: “I just fell in love with it.”
Building a Brand With Impact
In just a few years, Northern Classics has grown from sketches to a collection sold at Bloomingdale’s, Maisonette, and select REI stores. The brand has also been featured in major publications including Vogue, Better Homes & Gardens, People Magazine, and Country Living.
Kristin’s proudest moment, however, remains the very first sale to a customer she didn’t know: “I remember on our launch day, the first sale that came in and (I didn’t) know the (customer’s) name,” she said, noting that her friends were her first customers and that it finally felt like Northern Classics was a real business.”
Guided by Family and Balance
As Northern Classics has grown, Kristin has remained grounded in the values she was raised with. “I feel really fortunate that I had that type of upbringing where I learned that as important as having a career is, … it’s also amazing to be able to have people to share it with and a family that you can come home to every night,” she said.”
Her journey reflects both entrepreneurial courage and the strength of family ties—a balance that continues to inspire her work and the community around her.
40 Under 40
Each year, Crain’s Grand Rapids Business recognizes 40 individuals under the age of 40 who are shaping the region’s future. Honorees are nominated by their peers and selected through a rigorous editorial review. The 40 Under 40 distinction celebrates leaders who bring creativity, resilience, and impact to West Michigan.
At Northern Classics, we could not be more proud of Kristin and this recognition. Her vision, dedication, and belief that kids deserve outerwear that is both timeless and functional have shaped everything we do. This honor from Crain’s Grand Rapids Business is not only a celebration of her leadership, but also of the values that inspire our brand every day.
You can read the whole article here.