Cumbrian king of the fells Joss Naylor has teamed up with a county adventure brand to create its newest line of clothing, with proceeds going to the Brathay Trust.
The Ascendancy Apparel range will be officially launched on Saturday September 11 at Keswick Mountain Festival and will be available on the Ascendancy Apparel website from the same day.
Lake District legend Joss has set countless long distance records during his lengthy career.
“As Cumbria’s very own adventure brand, we’re delighted to get the opportunity to work with a local legend like Joss,” said Ascendancy Apparel founder Laurie Crayston.
“My love of the fells was what ultimately inspired the brand, so to be able to partner with the hero of fell running is absolutely amazing and we’re very honoured.”
The range will include five items, both technical and casual.
The unique design, illustrated by Kendal based Megan Rimington, combines Joss’ favourite view and beloved Wasdale Valley with the brand’s modern style!
Joss’ friend and manager Peter Todhunter said: “The main priority for Joss when looking for a brand to collaborate with was that it was local to Cumbria and ethically minded.
“Ascendancy fitted this brief perfectly. Ascendancy is also rooted in the outdoors, too, which Joss is all about.”
Joss has raised thousands for charity throughout his life and has worked closely with the Brathay Trust for over 15 years.
“The charity gives people a chance to change their lives,” added Peter. “Joss was passionate about the ethos from day one. He’s done a number of projects to promote them, and this will be another way to raise money and support them.”
On September 7, Joss will also be celebrating the launch of his new book; Joss Naylor’s Lakes, Meres and Waters of the Lake District Loweswater to Over Water: 105 miles in the footsteps of a legend.
Joss will be at the Ascendancy Apparel stand in the trade marquee on the Saturday.
