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
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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.
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