The River Is Where It All Began

A declaration that conservation could be culturally relevant, community‑centered, and rooted in love.

Before Love Is King existed as a national movement for equity, belonging, and cultural leadership in wild spaces, there was Soul River Inc. — founded by Chad Brown, a veteran, creative leader, and advocate who believed the river could be a place of healing, courage, and community.

The river was the classroom.
The river was the sanctuary.
The river was the catalyst.

It’s where young leaders learned bravery, where veterans rediscovered purpose, and where community was built through shared challenge and shared joy.

A Collaboration That Carried a Mission Forward

In 2017, Soul River Inc.’s mission took on a bold new form: a collaboration with Simms Fishing, one of the most respected names in fly fishing. Founder Chad Brown worked directly with Simms to design a custom wader, establishing a formal partnership agreement that transformed the wader into a fundraising tool for Soul River Inc.’s youth–veteran deployments.

This wasn’t just gear.
It was a statement — a declaration that conservation could be culturally relevant, community‑centered, and rooted in love.

A Collaboration Rooted in Purpose

The Simms wader partnership was built on four pillars:

Community empowerment — Youth and veterans standing shoulder to shoulder in wild places.

Creative leadership — Using design as a tool for advocacy and storytelling.

Fundraising innovation — Turning gear into impact, visibility, and financial support.

Outdoor culture credibility — A nonprofit stepping boldly into the gear world with intention.

The waders raised funds — but more importantly, they raised awareness. They showed that conservation work could be creative, community‑driven, and culturally resonant.

Soul River Inc. → Love Is King: Evolution, Not Replacement Soul River Inc. didn’t fade away.

It transformed.

Love Is King is the next chapter — a broader, deeper, more expansive mission that still honors everything Soul River Inc. stood for. The values behind the Simms collaboration are the same values driving Love Is King today:

Equity in outdoor spaces
Belonging for all communities
Leadership through love
Advocacy rooted in lived experience
Cultural dynamics honoring Indigenous, Black, and Brown communities

The Simms wader becomes a symbol of continuity — a reminder that today’s work is built on years of creativity, courage, and community.

Why This Story Still Matters

In a world that moves fast, legacy matters.
Authenticity matters.
Origin stories matter.

Resurfacing this collaboration isn’t nostalgia — it’s clarity. It shows your audience that Love Is King is built on a foundation of real work, real relationships, and real impact.

It’s a way to say:

“We’ve been doing this. We’re still doing this. And we’re doing it bigger than ever.”

A Movement That Continues to Grow

As Love Is King expands into advocacy, policy, cultural leadership, and community empowerment, the story of the Simms collaboration becomes a powerful reminder of where it all began.

It’s a testament to the creativity, grit, and love that have always driven this work.

It’s a reminder that the river teaches us everything — patience, resilience, humility, and the courage to evolve.

And it’s an invitation for your audience to join the movement:
to step into the water,
to stand for equity,
to lead with love.