The company is connected with the Copper River Watershed Project, which collects the fishing nets and prepares them for shipping to Europe, where they are recycled into plastic pellets or, in this case, fibers.

“We believe it’s really important to use our brand voice to help protect and maintain healthy marine environments and to lend a hand where we can,” said Mat Jackson, Grundens chief marketing officer. At some point, you’ve got to just start doing it. And Cordova seemed like a tangible opportunity.”