Chums Launches 35th Anniversary Apparel Line

Chums has released a limited-edition collection of 35th anniversary promo wear, with 30% 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 18 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 a 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 35th 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.”

“We wanted to create something that not only commemorated our 35th 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.