Salt Lake City, UT: Sometimes age is more than just a number, and that holds true as Chums enters its 40th year as the most recognizable name in eyewear retainers and outdoor accessories for both dry-land and water-based activities. Born on the river but made for wherever life takes you, Chums products provide a de facto insurance policy against having your vacation or daily adventures ruined by losing or damaging your essential items (like your sunglasses, phone, or keys). To celebrate this milestone, Chums is releasing a limited-edition capsule collection of products through select specialty retailers and online at chums.com. This launch precedes additional future new releases from the brand, including a revamped line of active bags and other limited-edition items curated from Chums’ Tokyo-based division.
The new, limited-edition Chums 40th Anniversary Collection consists of two eyewear retainers, the fan-favorite Surfshorts Wallet, new hat and apparel designs, and other river-focused accessories. All incorporate vibrant new graphics and colors that draw from the brand’s heritage on the Colorado River and feature the iconic Booby Bird, Chums’ red-footed avian mascot.
The initial launch of the Chums 40th Anniversary Collection includes:
- Original Eyewear Retainer ($10.99): The product that put Chums on the map 40 years ago, the made-in-USA Original eyewear retainer is the brand’s #1 best seller and has saved countless pairs of glasses from going for unintentional swims since its invention in 1983.
- Neoprene Eyewear Retainer ($8.99): This classic design is lightweight, water-resistant, and quick-drying, making it a favorite among river guides and anglers who spend more time on the water than off.
- Surfshorts Wallet ($13.99): Chums’ most popular wallet, boasting a slim, front pocket-friendly design and made from lightweight, durable ripstop material. Get it wet, get it dirty, and rest assured, knowing that your ID, credit cards, and other micro-essentials are organized and secure.
“Nothing can ruin a good time like lost shades, drenched gear, or a phone taking an unexpected swim. Chums is leaning hard into our heritage with vibrant new updates to some of our most popular products designed to help you hang on to the things that matter, when it matters,” commented Ben Falkson, marketing director for Chums. “From paddle-based adventures and fishing expeditions deep in the backcountry, to tube-assisted river floats and days at the beach with the family, there is no better brand than Chums when it comes to keeping your essentials safe from harm.”
Chums’ humble beginnings date back to 1983, when the brand was founded by a Colorado River guide who invented the now beloved Original Cotton eyewear retainer as a way to prevent his clients from losing their sunglasses while on the water. Chums quickly became the preferred brand of river guides, anglers, and other adventurers who consider their sunglasses essential gear. The brand soon evolved beyond its Original retainer, expanding into floating retainers, uniquely designed dry bags, and other protective accessories to keep essentials dry and damage-free.
The Chums 40th Anniversary Collection is available now at select retailers and www.chums.com/pages/40th-anniversary.
