~Collaboration aims to introduce new and expanded audiences to the abundant outdoor recreation and wildlife of the Commonwealth of Virginia~
RICHMOND – Today, the Virginia Tourism Corporation (VTC) along with the Virginia Department of Wildlife Resources (DWR) and Hmble Hstle Clothing, announced the launch of a new merchandise collaboration project, “The Outdoors Are Better Together.”
This is the first ever VTC public-private merchandise partnership with another state agency and private partner. Through this unique relationship, each partner helps to combine creative and promotional efforts focused around inclusivity and diversity in the outdoors, further expanding exposure to Virginia’s wide range of outdoor recreation, products, and companies. Through its merchandise sales, this partnership and collaboration will provide funding to the Humble Hikes Program, an initiative The Humble Hustle Company started to expose inner-city youth to outdoor recreation and the wonders of their local environment.
“This first-of-its-kind project is a wonderful step in the right direction towards cultivating a collaborative environment that encourages cross-agency and public-private initiatives,” said Rita McClenny, president and CEO of Virginia Tourism Corporation. “The partnership between VTC, DWR and Hmble Hstle Clothing is a worthy program to promote and grow outdoor recreation to a wider and more diverse audience throughout the Commonwealth and for all who think that Virginia is for Outdoor Lovers.”
“Our efforts to connect all Virginians to the outdoors are made better by working together,” said Ryan Brown, Executive Director of the Virginia Department of Wildlife Resources. “This opportunity to work with our great partners at the Hmble Hstle Clothing and VTC exemplifies what can be achieved when we come together with a shared vision.”
Xavier Duckett, founder of Hmble Hstle Clothing says “coming from a smaller city, you usually only see collaborative projects like this happen with larger-scale brands and organizations, but that doesn’t mean the small grassroots ones are not getting the work done too. I believe this innovative project will show how creativity and collaboration can uplift the voices that often go unheard and the communities that often get overlooked. It’s a dream come true to know that designing clothes will provide a way for us to get even more kids outside. Our team is committed to exposing, educating, and empowering young people, and we will intentionally show the world that “The Outdoors are Better Together.”
The collaboration, debuting at the popular outdoor event GoFest in Roanoke on October 14, seeks to promote wildlife related outdoor recreation and the multitude of health benefits that arise from such participation. To encourage involvement and interest among new user groups, specialty merchandise has been designed to reflect the theme, “The Outdoors Are Better Together” that can be found on the Hmble Hstle Company’s website.
To learn more about the collaboration project, please visit: dwr.virginia.gov/hmblehstle
About Virginia Tourism Corporation
Virginia is for Lovers is one of the most iconic and recognizable travel brands in the world. Using that powerful brand equity, Virginia Tourism Corporation (VTC) is charged with promoting the Commonwealth as a premier travel destination by showcasing all there is to love in a Virginia vacation. The dollars spent by travelers fuel the economy, provide jobs for Virginians, and improve communities across the state. Simply put, tourism helps make Virginia a great place to live, work, and visit. Learn more at virginia.org.
About the Department of Wildlife Resources
The Department of Wildlife Resources (DWR) is responsible for the management of inland fisheries, wildlife, and recreational boating for the Commonwealth of Virginia. They are leading wildlife conservation and inspiring people to value the outdoors and their role in nature. A lot of their funding to help conserve wildlife and habitat comes from public spending on things like fishing and hunting licenses, tags, or stamps, boat registrations, and via a federal excise tax on firearms and ammunition. Those sources of financial support have helped DWR protect hundreds of species and their habitat for over 100 years.
About the Humble Hustle Company
Supported by the proceeds from merchandise sales through the celebrated graphic apparel brand, Hmble Hstle Clothing, The Humble Hustle Company empowers inner-city youth throughout Roanoke and the surrounding area by providing access and exposure to outdoor recreation, entrepreneurial education along with community-centric leadership development opportunities. We aim to create innovative, inclusive spaces that inspire hope and promote giving. The Humble Hustle Company has contributed positively to the local community’s enrichment through various initiatives and events since 2015, including the Humble Hikes Program, Pretty Humble Program, the annual winter coat giveaway, and the Roanoke Roots & Reggae Fest.