FABRIC’s Launch Pledge: “Unfk Tmrw” by Donating 100% of Proceeds from First 10,000 Cans to Protect Our Winters (POW)

New functional beverage brand debuts with a bold mission, uniting profit and purpose to champion mental health and protect the outdoors. 

Denver, CO – October 10th, 2025 – FABRIC, a new Denver-based functional beverage company, is redefining what it means to unite profit with purpose. FABRIC is putting their money where their mouth is: donating 100% of proceeds from the sale of its first 10,000 cans of functional beverage, ‘Clarity’, to Protect Our Winters (POW), the leading nonprofit uniting the outdoor community in the fight against climate change. Time in the outdoors is one of the most powerful tools for mental health, and FABRIC is setting a new standard for purpose-driven business by committing to protect the places that are essential to mental health and wellbeing. 

“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,” said Tom Eddleston, CEO.

“POW and FABRIC share a commitment to protecting outdoor spaces and the healing power of them, and we are honored to be partnering with FABRIC on its launch,” said Patrick King, Senior Director, Strategic Partnerships at POW. “We are at a critical time for climate action, and this support will be essential to our work to fight for clean air, clean water, and a healthy environment for everyone.”

While charitable tie-ins are common in the beverage industry, it is exceptionally rare for a CPG beverage brand to launch by pledging 100% of proceeds from its first release to a nonprofit. FABRIC’s bold move challenges the industry to put action behind its taglines. “Unfk Tmrw” is more than a tagline—it’s FABRIC’s business model, showing that doing good is the foundation of building a sustainable brand.

About FABRIC 

FABRIC is a functional beverage brand on a mission to marry profit with purpose. As a Public Benefit Corporation, FABRIC is committed to giving back to mental health initiatives and protecting the places that energize, inspire and rejuvenate us.

FABRIC is crafted with Galaxy hops and Australian botanicals, designed to fuel clarity and focus. Refreshing and crisp, each can is zero-calorie and zero-sugar, delivering a tangible feeling with none of the junk. 

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 their website.

FABRIC’s functional beverage, Clarity, will be available for purchase online at drinkfabric.com, giving consumers nationwide the chance to support Protect Our Winters with every can.