Jim Morris, a 76-year-old Boulder entrepreneur, gains recognition for his environmentally themed apparel business while inspiring others to appreciate nature.

In Boulder, Colorado, Jim Morris, a 76-year-old entrepreneur, is gaining recognition not only for his environmental advocacy but also for his unique apparel company, Jim Morris Environmental & Wildlife T-Shirt Co. Founded in the mid-1970s, the company began with University of Colorado Boulder students selling T-shirts to support various environmental causes. Over the decades, it has evolved into a platform that combines artistic expression with ecological awareness, contributing more than $200,000 to support organizations focused on conservation.

On a sunny afternoon, speaking softly yet passionately, Morris articulated his philosophy: “It seems like you need to love things in order to care about them, and then you may try and protect them.” His enthusiasm for the small wonders of nature—such as a spiderweb glistening in the sunlight or the striking patterns of leaves—has inspired many to observe and appreciate their surroundings.

In January 2024, Morris’s business gained significant attention on social media after an Instagram post featuring him in one of his sweatshirts went viral. The post, made by his newly hired digital marketing director, Lydia Kramer, marked a turning point for the company. “A lot of people in Boulder already knew about the company and knew about Jim,” Kramer noted, adding that the global interest was a delightful surprise. As a result of this online exposure, sales surged, leading to increased engagement and recognition for Morris.

The comment section of the viral posts reflected a wave of affection from viewers. Comments ranged from admiration for Morris’s joyful demeanor to enthusiastic purchases of his apparel. For example, one user expressed: “Just bought your fox track sweatshirt!! Can’t wait for it to come!!”

Kramer, who plans to transition from the company in late February, reflects on her time with Morris as enriching. She stated, “Getting to hear his excitement about birds or something he heard or something he’s passionate about has been really eye-opening.” The bond formed through their shared mission reinforced her sense of community and purpose within the company.

Morris’s commitment to environmental causes is deeply rooted in his childhood experiences in Wisconsin, where he nurtured a fascination for nature while exploring swampy areas and observing local wildlife. His ongoing efforts include participating in protests to protect marine life and advocating for clean water initiatives.

Over nearly 50 years, Morris has collaborated with numerous artists who share a passion for environmental issues. His creativity in engaging artists has allowed for a rich tapestry of designs on high-quality organic apparel. “There are all these people that have skills beyond going to work and having a time card,” he explained, emphasizing the collaborative spirit behind his company’s designs.

The journey from a neighbor’s garage to a dedicated warehouse in Boulder has been significant for the business. Morris upgraded from an aging printer to a new model, allowing for increased production. Under Kramer’s direction, the company has seen a notable spike in name recognition and sales, enabling Morris to augment his contributions to environmental causes.

Morris often reflects on the designs that resonate with him, including a popular sweatshirt featuring herons and a whimsical illustration of a mountain goat riding a bicycle, which encourages outdoor activity. “It’s just trying to say, get out of your car if you can, and go for a walk or a bike ride, because you’ll see things,” he noted regarding the bicycle design.

Despite his newfound fame and success, Morris maintains a humble demeanor. When discussing his business achievements, he prefers to focus on the beauty of nature and the communal experiences that it fosters. He finds joy in observing life around him, saying, “Now, just seeing something in nature — where there’s a blade of grass or a leaf turning in the sun and the wind, there’s stuff going on that’s more interesting than the business, probably.”

Morris encourages all to take a moment for themselves to appreciate nature. Through his company and social media presence, he has amassed a global following that resonates with his message of environmental stewardship, simple living, and an appreciation of the little things.

Source: Noah Wire Services