Nordic outdoor brand Helly Hansen has joined The Conservation Alliance as a member of the nonprofit group.

The new partnership will help support and bolster The Conservation Alliance’s efforts to fund conservation organizations working to protect North America’s last wild spaces.

“Helly Hansen was born by the sea and raised by the mountains of Norway 140 years ago. The outdoors is not only part of our heritage but our daily lives and it’s a crucial part of our brand ethos to conserve our wild spaces,” said Damien Etchaubard, marketing manager of Helly Hansen. “The Conservation Alliance has proven itself as a leader in this cause, which is why we at Helly Hansen look forward to being an active member and will do our best to protect our outdoor playgrounds where we feel the most alive.”

“We are thrilled to welcome Helly Hansen, an authentic leader in the outdoor industry for more than 140 years, into The Conservation Alliance membership,” said John Sterling, executive director of The Conservation Alliance. “We are excited to embark into a partnership that will allow us to work together, protecting our most threatened wild landscapes for generations to come.”

The Conservation Alliance is an organization of outdoor businesses whose collective contributions support grassroots environmental organizations and their efforts to protect wild places where outdoor enthusiasts recreate. Alliance funds have played a key role in protecting rivers, trails, wildlands and climbing areas.

Membership in the Alliance is open to companies representing all aspects of the outdoor industry, including manufacturers, retailers, publishers, mills and sales representatives. Since 1989, The Conservation Alliance has contributed more than $15 million, awarded 508 grants, and helped protect 45.5 million acres, 2,972 river miles, remove or halt 28 dams, acquire 11 climbing areas & designate five marine reserves.

Helly Hansen is co-owned by Altor Equity Partners and the Ontario Teachers’ Pension Plan.