The meaning behind MiiR (pronounced “mEEr”) is twofold, both of which emphasize the worthy pursuit of making our world a better place to live, protect and enjoy. The first is a tribute to John Muir, a rugged mountaineer and protector and advocate of America’s treasured lands in the late 1800’s to early 1900’s. Considered the “Father of the National Parks” that we know and love today, Muir penned the beloved quote “the mountains are calling and I must go.” The second borrows from Eastern European languages; “mir” loosely translates to “world” or “peace,” serving as a reminder that each of us plays a role in achieving harmony on a global scale, including social and environmental efforts.