The nonprofit organization Protect Our Winters has officially unveiled its 2024-2025 holiday collection, a comprehensive suite of product collaborations designed to leverage seasonal consumer spending for large-scale climate advocacy. By partnering with a diverse array of outdoor industry leaders, ranging from footwear giant KEEN to technical outerwear pioneer Burton, the organization aims to convert retail transactions into funding for policy-driven climate solutions. This year’s lineup highlights a strategic integration between the POW Brand Alliance, which consists of corporate partners, and the POW Creative Alliance, a group of artists and athletes who use their platforms to communicate the urgency of the climate crisis.
As the winter sports season commences across the Northern Hemisphere, the timing of this release coincides with increasing economic volatility within the outdoor industry due to erratic weather patterns. Protect Our Winters (POW), founded in 2007 by professional snowboarder Jeremy Jones, has transitioned from a grassroots enthusiast group into a sophisticated political force. The 2024 holiday collection represents the latest evolution of this model, where high-performance gear serves as both a fundraising mechanism and a medium for environmental messaging.
The Strategic Role of the Brand Alliance and Creative Alliance
The holiday collection is structured around "give-back" models, where a significant percentage of proceeds—ranging from fixed dollar amounts to 50% of gross sales—is directed toward POW’s non-partisan advocacy work. This work includes lobbying for renewable energy expansion, promoting clean transportation infrastructure, and mobilizing the "Outdoor State," a demographic of roughly 50 million Americans who identify as outdoor enthusiasts.
A central feature of the 2024 collection is the heavy involvement of the POW Creative Alliance. This group of photographers, painters, and designers provides the aesthetic framework for the collaborations, ensuring that the products carry a distinct visual identity associated with climate consciousness. By incorporating artwork from members like Max Romey, Hannah Eddy, and Joseph Toney, the gear transcends its functional purpose to become a symbol of the wearer’s commitment to environmental stewardship.
Footwear and Apparel: Artistry Meets Functional Sustainability
One of the flagship items in the new collection is the POW x KEEN Whyser, a slip-on shoe featuring artwork by Alaskan artist and climate activist Max Romey. Romey, known for his watercolor journals that document receding glaciers, utilized a unique process involving Alaskan snowflakes to create the "Glacier Blue" print. This collaboration highlights KEEN’s broader commitment to sustainable manufacturing, including their industry-leading transition to PFAS-free materials and leather sourced from Gold-rated tanneries.
In the apparel sector, the collection emphasizes durability and timelessness as a counter-narrative to "fast fashion." The POW Cord Button Up is a 100% cotton, heavyweight corduroy shirt designed for multi-seasonal use. According to the organization, the goal was to create a "workwear-inspired staple" that survives years of use on and off the mountain. Similarly, the POW Fleece Camper Hat utilizes insulating fleece and a vegan leather patch, offering a low-profile aesthetic that aligns with current outdoor lifestyle trends.
For the younger demographic, the POW Kids Logo Tee is intended to foster early engagement with environmental issues. POW representatives have frequently noted that the "next generation" of winter sports enthusiasts faces a significantly different climate reality than their predecessors, making early education and brand affinity critical to long-term advocacy.
Technical Equipment and High-Impact Fundraising
The partnership with Fishpond, a certified B-Corp, represents one of the most significant financial contributions in the collection. The POW x Fishpond Thunderhead Grande Submersible Duffel is a 100-liter, fully waterproof gear bag designed for extreme expeditions. Fifty percent of every purchase of this item is donated directly to POW. This high donation margin is rare in the outdoor industry and reflects a deep alignment between Fishpond’s conservation-focused business model and POW’s advocacy goals.
In the realm of winter hardware, the POW x Stoke Tracks Ski Pole Baskets address the growing concern of microplastic pollution in alpine environments. These baskets are manufactured without microplastics and feature designs inspired by animal tracks, emphasizing a "leave a trace" philosophy that focuses on positive environmental impact rather than mere neutrality.
Other technical collaborations include the POW x HydraPak Stow Bottle, a 350ml packable water bottle where $2 from every sale supports climate advocacy. This product targets the backcountry skiing and trail running communities, where lightweight, packable hydration solutions are essential.
Lifestyle, Wellness, and the Evolving Après Culture
The 2024 collection also reflects a shift in outdoor culture toward wellness and inclusivity. The collaboration with Best Day Brewing has produced the "Dark Diamond" non-alcoholic beer. Featuring artwork by Hannah Eddy and endorsed by POW founder Jeremy Jones, this product taps into the burgeoning "sober curious" movement within the outdoor community. By providing high-quality non-alcoholic options for the "après-ski" hour, POW and Best Day Brewing are catering to a demographic that prioritizes performance and recovery.
In the nutrition sector, Gnarly Nutrition has partnered with POW to release a Mint Mocha flavored whey protein. Like other items in the collection, a portion of the proceeds is dedicated to climate action, providing a way for athletes to support environmental policy through their daily nutritional routines.
One of the more unique lifestyle collaborations is the jewelry line developed by professional Nordic skier and Olympic gold medalist Jessie Diggins in partnership with Larissa Loden. Diggins, who serves on the POW Board of Directors, helped design a collection of earrings, hair clips, and rings. Fifty percent of the proceeds from this collaboration are donated to POW, bridging the gap between high-fashion accessories and grassroots environmental activism.
Digital Tools and Accessories: Expanding the Movement
Beyond physical gear, the holiday collection includes digital partnerships, most notably with AllTrails. The AllTrails Annual Plus Membership is positioned as a gift for navigators and explorers, providing offline maps and 3D trail previews. As outdoor participation continues to grow—reaching record highs in the post-pandemic era—digital tools that promote safe and responsible trail use have become integral to the outdoor experience.
The collection is rounded out by several high-utility accessories:
- Arcade Belts: A collaboration featuring mountain-inspired artwork by Joseph Toney on a stretchy, TSA-compliant belt.
- Gogglesoc: A protective lens cover featuring designs by Kate Zessel, designed to extend the life of expensive eyewear and reduce waste.
- YETI: A 7oz branded flask made from 18/8 stainless steel, designed for durability in rugged environments.
- Skida: The Alpine Hat, featuring a cyanotype print created by Noah Dines using plants gathered from Vermont trails.
Economic Context: The Stakes for the Outdoor Industry
The urgency behind these collaborations is underscored by the economic vulnerability of the winter sports industry. According to data from the Outdoor Industry Association, the outdoor recreation economy contributes over $1.1 trillion to the U.S. GDP annually. Winter-specific activities are a major driver of this, yet the industry is increasingly threatened by "season creep" and diminishing snowpacks.
Research indicates that since the 1970s, the winter season has shortened by an average of two weeks in many parts of the United States. This contraction has a direct impact on rural economies that depend on ski tourism and gear sales. By mobilizing the "Outdoor State" through these product collaborations, POW seeks to create a political mandate for climate legislation that protects these economic interests.
Sustainability Standards and Industry Leadership
A recurring theme in the 2024 collection is the use of third-party certifications to verify environmental claims. The Burton Reserve 2L Pant, featured in the guide, is made with over 90% bluesign® approved materials and utilizes 100% recycled polyester. The bluesign® system ensures that textile products are manufactured under the highest environmental and safety standards, particularly regarding chemical management.
POW’s emphasis on these standards serves as a "best practices" template for the broader industry. By highlighting brands that prioritize recycled materials, PFAS-free DWR (Durable Water Repellent) treatments, and ethical labor practices, POW encourages a race to the top in terms of corporate responsibility.
Conclusion: From Consumption to Advocacy
The 2024 holiday collection from Protect Our Winters represents a sophisticated attempt to repurpose seasonal consumerism for the benefit of the planet. While the products themselves are designed for high performance and aesthetic appeal, their primary function within the POW ecosystem is to serve as a catalyst for systemic change.
As Jeremy Jones and the POW leadership have frequently stated, the goal of the organization is not to achieve individual perfection in sustainability, but to mobilize a massive, imperfect group of enthusiasts to demand better climate policy. Through these collaborations, POW provides a tangible way for outdoor enthusiasts to contribute to that movement, ensuring that the gear used to enjoy the winter today helps preserve the winters of the future. The success of this model will be measured not just in sales figures, but in the legislative victories and carbon reductions that these funds help facilitate in the years to come.
