Startup CPG Newswire:
FABRIC’s launch pledge: UNFK TMRW by donating 100% of proceeds from the first 10,000 cans of Clarity to Protect Our Winters

PRESS RELEASE — NEWS PROVIDED BY Haylee Jordan for FABRIC

DENVER, CO (OCTOBER 2025) – FABRIC, a new Denver-based functional beverage company, is considering what it means to unite profit with purpose. For its launch, FABRIC is donating 100% of proceeds from the first 10,000 cans of its flagship beverage, Clarity, to Protect Our Winters (POW), the 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 protecting the places that are essential to 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 of 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 Public Benefit Corporation on a mission to marry profit with purpose. Committed to supporting mental health initiatives and protecting the places that inspire us, FABRIC crafts zero-calorie, zero-sugar functional beverages with hops and Australian botanicals—refreshing drinks designed to fuel clarity and focus without the junk.

About Protect Our Winters (POW)
Protect Our Winters is a 501(c)(3) nonprofit that helps outdoor enthusiasts 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 to safeguard our world for future generations. Learn more at protectourwinters.org
.

FABRIC’s flagship beverage, Clarity, will be available nationwide at drinkfabric.com, giving consumers the chance to support POW with every can.

About FABRIC

FABRIC is on a mission to UNFK TMRW. Born in Australia & brewed in the US, we’re building a new kind of beverage platform – where function meets flavor and every sip helps you unwind, connect, and actually feel something.

If your brand wants to publish a press release on the Startup CPG Newswire,  fill out the form here. 

The news and images contained on this page has been provided by a third party. Startup CPG does not verify, endorse, or vouch for any information or content submitted by third parties, or verify the identity, credentials, or expertise of third parties. We encourage you to consider carefully the source of all information and content provided by third parties on this website.

Join Startup CPG!

Have you joined our *free* Slack community yet? Join the largest CPG community in the world to receive and share on-the-spot advice, industry news and data, and exclusive discounts and opportunities for emerging brands.

If you want to be the first to know about key business updates from the most innovative early CPG brands, sign up for our bi-weekly Newswire roundups here.