ROCK CLIMBING NEWS ITEM

Boulder-Fly Tee Benefits HERA Foundation

TUESDAY, 22 APRIL 2008

Carbondale, Colorado - Friksn Climbing Laboratory, a Norfolk, Virginia-based manufacturer of climbing clothing, is donating 15 percent of sales of its women’s Boulder Fly T-shirt to the HERA Foundation. The soft-combed, tight-gauge knit shirt features a butterfly design and retails for $22. It’s available in olive or lemon color and in sizes - small, medium, and large. HERA receives 15 percent of the sales proceeds.

“The Boulder Fly’s graphic is a butterfly, which symbolizes change,” explains Friksn principal partner Justin Carlton. “When we heard about the HERA Partners in Action program, it seemed like an obvious connection. Our corporate mission is to create clothes that work with you and improve your quality of life. How better to achieve this goal and create change than by helping to save women’s lives by funding ovarian cancer research?”

Friksn and HERA started their relationship in early 2008 when the clothing designer created T-shirts for the HERA Climb4Life, D.C. fundraiser.

When you see a new company like Friksn step up to the plate with so much energy and enthusiasm, you realize that we have created a very solid community in the outdoor industry,” says Lara Usinowicz, HERA board member and sales and marketing manager for HERA partner Restop, a disposable sanitation solution for outdoor enthusiasts. “It’s an impressive commitment and we’re thrilled about this new partnership.”

About Friksn
The FRIKSN (frik’shen) clothing label was created with the modern climber in mind. It is as much a creative outlet as it is an alternative for those who seek a more contemporary look for their climbing lifestyle. FRIKSN's bold, original art combined with its comfortable and critically constructed apparel delivers the right look and the right fit for any situation. Whether at the crag, lounging in the living room or out on the town, FRIKSN is the right choice. Visit www.friksn.com for more information.

About HERA Partners in Action
The HERA Partners in Action program enables companies to “give back” a portion of sales from a product or group of products to the HERA Women’s Cancer Foundation. Designated Partners in Action products include hangtags that educate consumers about ovarian cancer facts and symptoms. The Partners in Action program includes outdoor gear manufacturers such as BlueWater Ropes, www.climbingholds.com, Dare to Dream Expedition, Evolv, MadRock, Petzl, and Zensah Performance Apparel. For more information, contact Stephanie Forte at Forte Creative Media, 702.898.2547.

About the HERA Foundation
The HERA Foundation is a registered 501 (c) 3, whose mission is to stop the loss of mothers, daughters, wives, sisters, partners, and girlfriends from ovarian cancer by empowering women to take control of their health, empowering the medical community to find new directions in ovarian cancer research and empowering communities to provide support. For more information, visit www.herafoundation.org. To schedule an interview with HERA Foundation founder, Sean Patrick, please call 970.948.7360.