Some causes deserve to get noticed. In partnership with the ALS Society of Alberta and Alberta Apparel, we worked with Frida Backlund to create a hoodie that does exactly that. Thoughtfully designed as the kind of piece people actually want to wear, the message gets carried a little further every time it’s out in the wild. Part fashion, part fundraiser, and all heart, this collaboration brings together community, creativity, and a shared commitment to making a difference for those dealing with an ALS diagnosis.