Salt Lake City, UT (July 23, 2018) - Chums, outdoor and active lifestyle accessory brand, will release a limited-edition collection of 35th anniversary promo wear on July 25, 2018, with 30 percent of purchase price directly benefiting American Rivers. The sustainably-produced collection honors Chums’ partnership with American Rivers as the nonprofit celebrates the 50th anniversary of the Wild and Scenic Rivers Act and inspires the community to “Keep it Wild, Keep it Free.”
The eighteen-piece collection includes a unisex sweatshirt and t-shirt, two men’s t-shirts, two women’s t-shirts, two hats, two beanies and eight eyewear retainers. Each piece features an illustration of ta river in a rectangular, circular or diamond frame and a call to action to “Keep it Wild, Keep it Free.” Chums worked with Recover Brands, which manufactures 100% recycled t-shirts and apparel made from discarded water bottles and cotton, to ensure a more sustainable product and reduce manufacturing waste.
“The design and manufacturing of the 35 anniversary apparel was influenced directly by the efforts of the American Rivers organization,” said Chums Art Director Nowel Pawliw. “We chose to highlight rivers that are designated Wild and Scenic including the Niobrara River, the Salmon River and the Virgin River. Each illustration strives to capture the unique characteristics, geographical surroundings and activities the community enjoys on the rivers. These activities rely on the health and accessibility of our waterways.”
A sneak-peak and pre-sale of the apparel was available at Chums’ 35 Birthday Party happy hour on Tuesday, July 24 during the Summer Outdoor Retailer Show in Denver, Colorado. The event honored American Rivers, educated brand representatives and industry colleagues on the dangers our rivers face and encouraged attendees to get involved. Guests enjoyed free beer, and anyone who donated $5 or more to American Rivers was entered to win a trip for two down the Green River through Desolation Canyon, courtesy of OARs.
“We wanted to create something that not only commemorated our 35 anniversary, but that people wanted to wear,” said Director of Marketing Colleen Gilligan. “The beautiful illustrations connect our consumers to the outdoors, while also enabling them to give back and give a voice to protecting and celebrating America’s waterways. ‘Keep it Wild, Keep it Free,’ connects both to the spirit we all feel on the water and the inspiration to keep those waterways healthy, clean and accessible for future generations. Let’s pay it forward to what inspired Chums in the first place and show the river some love!”
Chums’ partnership with American Rivers, announced in May, will support American Rivers’ 5,000 Miles of Wild® campaign and beyond. The campaign is led by a coalition of conservation organizations and leaders in the outdoor industry—including brands such as Chums, American Whitewater, NRS, OARS, YETI, REI and Chaco—that aims to protect 5,000 new miles of Wild and Scenic Rivers and one million acres of public land over the next three years.
In 1983, a Colorado River guide sought a simple way to keep his sunglasses out of the river. Through this innovative idea the Original Cotton Chum was born. Thirty-five years later, Chums is now a global brand that offers a wide range of outdoor products and apparel. Chums’ mantra is simple: provide fun, quality products to enjoy while at work or play. Chums: Helping You Hang On Since 1983. Find out more at www.Chums.com