Partnering With POW to Protect What Keeps Us Grounded

We talk a lot about mental health these days. Which is good, because it means we’re finally treating it like what it is: health. But despite the awareness, the reality hasn’t caught up. Rates of anxiety, depression, and burnout are climbing. Every year feels a little heavier, a little noisier.

And yet, the antidote is often closer than we think!

Research keeps confirming what most of us already feel in our bones: time outdoors changes us. It steadies our minds and helps give us a sense of perspective that’s hard to find behind a screen.

But those spaces that heal us are also under threat. A looming combination of rising temperatures, shrinking winters, and worsening air quality is making it harder to access the very places that keep us grounded.

That’s why we’re so thrilled about this launch. FABRIC was built on the belief that profit and purpose aren’t opposing forces; they’re threads of the same… well… fabric. 

Our choice to partner with Protect Our Winters (POW), the leading nonprofit mobilizing the outdoor community in the fight against climate change, was made to ensure our first product launch did more than make noise.

We’re donating 100% of proceeds from the first 10,000 cans of Clarity to support POW’s mission to protect the outdoor spaces that support our mental health.

Because when we protect our winters, we protect our minds.

It’s Not Just in Your Head: Nature Literally Heals Us

That feeling we get when we’re in nature? That sense of calm? It’s not just a “feeling,” it’s scientifically backed!

In a sweeping review from the University of Washington, researchers found that time spent outdoors is consistently linked to greater happiness, stronger social connections, and lower levels of mental distress.

That effect starts early and lasts a lifetime. A Danish study of more than 900,000 people found that children who grew up with access to green space were far less likely to develop depression or mood disorders later on, while those with the least exposure faced a 55% higher risk.

Even spending a small amount of time outside can have a positive impact. Being around greenery or natural light can improve focus and mood, and outdoor spaces of any kind (yup, even just chilling in your backyard) work to regulate stress.

When we lose access to those spaces, we risk losing one of the most accessible, affordable mental health tools we have.

What Makes POW The Perfect Partner

For the FABRIC team, this connection between mental health and the outdoors hits especially close to home. We’re based in Colorado, where the winter season is deeply ingrained in our lives.

The mountains around us are where many of us find our clarity: skiing, snowshoeing, hiking, or simply watching the landscape turn white again. These moments are what remind us of how intertwined our mental health and our environment really are.

This made the choice to partner with Protect Our Winters (POW) extremely easy. They’re a nonprofit that’s proven what passionate people can accomplish when they unite behind a purpose. 

Founded by pro snowboarder Jeremy Jones, POW has become the voice of the outdoor community in the fight against climate change. And they’re not just raising awareness, either! 

In 2019, POW and its network of advocates helped pass Colorado’s House Bill 1261, a landmark climate law setting targets to reduce carbon pollution by 90% by 2050. 

It was a defining moment that turned climate ambition into measurable action, and positioned Colorado as a national leader in the transition toward clean energy.

For us, that’s what true impact looks like. The same commitment that drives POW to protect our winters is what drives us to protect mental health. Because when we safeguard the places that bring us peace, we’re safeguarding the people who depend on them.

Putting Our Money Where Our Mouth Is

We didn’t want to wait to make an impact. So we’re giving it all away.

FABRIC’s launch wasn’t about splashy slogans or gimmicks. It was about setting a precedent. That’s why we’re donating 100% of the proceeds from the first 10,000 cans of Clarity to Protect Our Winters.

We’ll admit, it’s an unusual move for a consumer brand (especially a consumer brand’s first-ever launch). But for us, that’s kind of the point! We built FABRIC to challenge the “profit first” model that dominates the beverage industry.

As our founder and CEO, Tom Eddleston, puts it: “Mental health and the outdoors are deeply connected. Protecting wild spaces isn’t just an environmental issue—it’s about preserving the places that give us balance, clarity, and joy.”

The Clarity campaign marks the start of that commitment. Clarity was designed to promote focus and calm, two things that we can all agree we need more of. It’s also completely THC-free, making it accessible to anyone who wants the mental boost without the buzz.

In other words: a drink made for clear thinking, launched through clear action.

We Didn’t Just Name It “Clarity” For Fun

Let’s put our professor hat on for a quick moment and explain exactly why we chose this particular product to be at the center of the campaign. 

Each can is infused with 10 milligrams of CBG, a cannabinoid known for its calming, focus-enhancing properties. Unlike THC, CBG isn’t psychoactive, and early research suggests it may help reduce stress and anxiety while supporting better mood and mental performance.

In one recent double-blind, placebo-controlled trial, participants who took CBG reported lower levels of anxiety and stress and even performed better on memory tests, all without any of the “high” typically associated with cannabis.

Clarity was formulated to meet those moments in the day when you want to slow down, breathe, and reset without losing focus. It’s a small reminder that balance doesn’t have to come at the cost of energy, and that calm can be an active state of mind.

A Shared Mission For Mental Health

At its core, this campaign is about connection: connection between our minds, our communities, and the beautiful world that’s all around us.

Mental health isn’t something we can separate from the environment. The more disconnected we become from nature, the harder it is to find our own internal balance. 

By teaming up with Protect Our Winters, we’re committing to something bigger than beverage shelves. We’re helping protect the places that help us heal.

About Protect Our Winters (POW)

Protect Our Winters is a 501(c)(3) nonprofit that helps passionate outdoor people protect the places and experiences they love from climate change. Founded in 2007 by professional snowboarder Jeremy Jones, POW is a community of athletes, scientists, creatives, and business leaders advancing non-partisan policies that protect our world today and for future generations. For more information, visit www.protectourwinters.org.