A lifestyle apparel brand, Nice as Heck™, has launched a new collection inspired by board sports and outdoor wear that has enabled functionality in classic staple pieces.

The new collection has been coined the name ‘Fudge’. The limited collection aims to provide multifunctional and durable pieces inspired by traditional outdoor wear. The innovative elements combined with the jacket include an insulated drink pocket, T-shirts with a hidden microfiber cloth for wiping glasses, reinforced seams, and adjustability features. The prices of the collection range from $11-$70.

Three college students completely own and operate the company. They have to build a brand in the last five years that has become the direction to attract the next generation in the apparel industry by providing design fuelled by sustainable and ethical values.

The company has eliminated the utilization of plastic and have replaced it with sustainable fabrics. They have also raised money for radical injustice through product sales and have donated a portion of sales from specific products to environmental and social justice organizations. The company is also a proud member of One Percent for the Planet.

Cam Daly a co-founder stated that they understood that their initiatives were a small step in an industry-wide shift. She added that they hope their action inspires a movement of socially responsible apparel from the ground up. She believes that the launch of ‘Fudge’ was just the beginning of their larger step into the social and environmentally conscious innovations to come.

Nice as Heck™ was established in 2015 by three high school students from Chicago. Frustrated by the fashion industry, they have set out the clothing brand to hold up to their favorite functions without sacrificing style. As they have built a brand based on inspiring initiatives, activity and expression in the younger generation while promoting sustainability and ethical values in the apparel industry.