EKY apparel company puts out ‘Appalachia Strong’ collection; proceeds to support Helene victims

MOREHEAD, Ky. (WKYT) - The death toll from Hurricane Helene continues to rise in the Southeast, with first responders still looking for hundreds of people unaccounted for after the storm.

As a wide swath of Southeastern communities continue to pick up the pieces, Joshua Ravenscraft is left to wonder how these historic disasters can keep happening.

“I’m still thinking, ‘Is this real? Did this really happen again?’” said Ravenscraft, who co-founded the New Frontier apparel company with his brother Jared. “From the flooding to the death totals, it’s devastating, man.”

New Frontier stepped up to help two years ago as eastern Kentucky faced the wrath of deadly flooding.

With our Appalachian neighbors now in the same terrible situation, Ravenscraft said “It’s all about being a good neighbor, and we’re just trying to be a helping hand.”

So, they’ve quickly come out with a clothing collection called ‘Appalachia Strong’.

“That phrase is all about community,” said Ravenscraft. “It’s not just a New Frontier thing, it’s a regional thing. It’s family...from Georgia to Maine.”

Ravenscraft says 100 percent of the proceeds will go to victims in east Tennessee and western North Carolina, adding that with the way the region has supported them and eastern Kentucky, this is the least they can do.

“When they need help, we’re there for them - and when we need help, they’re there for us,” Ravenscraft said. “That’s what life is all about.”

Ravenscraft says their small business wants to make as big an impact as possible, so they’ll keep taking online orders and sending relief funds for as long as folks need help.

“It’s going to be a long road out and it’s just really humbling to be able to help in any way we can,” said Ravenscraft.

You can visit the link in the above Facebook post or click here to visit their website and browse their collection of hats, T-shirts and sweaters.