Seek Dry Goods and the Ice Age Trail Announce an Official 3-Year Partnership

For Immediate Release
Publish date:

Milwaukee, WI - November, 25

Seek Dry Goods and the Ice Age Trail

Lady and Amanda McMahon and Kingsley

Seek Dry Goods and the Ice Age Trail Alliance are proud to announce an official three-year partnership. Beginning in Spring 2018, Seek Dry Goods will design and produce clothing and accessories for the Ice Age Trail Alliance, donating a portion of all proceeds directly back to support the Trail. The collaborative products will celebrate both the history and character of the iconic 1,000+ mile Ice Age Trail.

“We couldn’t be more excited about this partnership” said Seek Dry Goods Co-Founder Larry McMahon “Both of our organizations are based right here in Wisconsin, share a passion for the outdoors and are committed to protecting our public lands for future generations to enjoy.” In addition to collaborative products, Seek Dry Goods will attend and support several Ice Age Trail Alliance events throughout the year, from trail maintenance to the Alliance's annual conference. “The Ice Age Trail is built through partnerships. As a corporate sponsor, Seek Dry Goods is helping advance the Trail and the Alliance. We couldn’t be happier to have a Wisconsin company, the quality of Seek Dry Goods, supporting our work.” shared Luke Kloberdanz, IATA Director of Philanthropy. “We are regulars on the trail, so it’s a great feeling to be able to give back to something that has given so much to us (and our dog, Kingsley),” said Seek Dry Goods Co-Founder Amanda McMahon.

About the Ice Age Trail

Sculpted by retreating glacial ice, The Ice Age National Scenic Trail is a 1,000-mile footpath that features an amazingly diverse landscape through the heart of Wisconsin. More than 1 million people use this trail every year as they hike, ski, snowshoe and backpack along the route.

The Ice Age Trail is one of 11 recognized National Scenic Trails, which is supported and maintained by the Ice Age Trail Alliance, and is funded through a cadre of supporters including foundations, corporations and governmental partners. The Alliance has attracted a vibrant community of over 2,700 volunteers across the state, who volunteer their time and resources to improve and maintain the trail network.

About Seek Dry Goods

Seek Dry Goods is a Wisconsin-based outdoor lifestyle brand, committed to developing responsibly sourced clothing and accessories. Partnering with artists from around the world, who share a passion for the outdoors, Seek Dry Goods creates authentic and inspiring outdoor adventure designs.

The name Seek was derived from the company’s core customer, known as “Seekers.” A Seeker is someone who is passionate and obsessive about the outdoors. Seekers are never satisfied and are always seeking the next adventure.


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