1% Back

Why we give back

Every good day on the water starts with something we didn't make: cold rivers, healthy land, and the people who've cared for both far longer than we've been around. We built PURL to celebrate that world, so it only makes sense to put something back into it.

That's what 1% Back is. We set aside 1% of our net sales, online, in store and at pop-ups, for groups protecting the watersheds, lands and communities that make all of this possible. That's 1% of sales, not profit, whether it's a big month or a slow one.

1% Back

Where we are

We're just getting started. Instead of waiting until we're "big enough," we're counting from day one. 1% of every sale goes into a dedicated giving fund, and we'll make our first donation by the end of 2027.

When we do, we'll post the amount here, along with the receipt.

Who we’ll support

We haven’t chosen our first partner yet, and we’d rather get it right than rush it. We’re looking for groups doing real, local work on rivers, land conservation and Indigenous-led stewardship.

Most of what we know is Colorado and the Western states, but good work anywhere in the country is worth hearing about.

Help us choose: vote for 2027

We’ve narrowed it to six organizations we admire. Pick the one you’d most like our first 1% Back donation to support.


The country’s best-known coldwater conservation group. Volunteer chapters, including many across Colorado, restore trout and salmon streams and the watersheds around them.


Protects and restores rivers nationwide: removing outdated dams, defending clean water, and calling attention to threatened rivers through its yearly America’s Most Endangered Rivers report.


An all-volunteer group working to protect, preserve and restore wild native fish and their habitats, and to keep hatchery fish from being stocked on top of native populations.


Rallies the outdoor community, from athletes and scientists to outdoor businesses, to push for climate action. Less snowpack means lower, warmer rivers, so this one hits home for anglers.


An intertribal nonprofit based in Northglenn, Colorado, that helps Native American and Alaska Native tribes conserve and protect their fish, wildlife, habitat and cultural resources through training, technical support and education.


A nonprofit environmental law firm that goes to court to protect public lands, rivers, fish and wildlife across the American West.

Don’t see a group you love? We’d rather learn than assume. If you know a river group, land trust or Indigenous-led organization doing good work, we want to hear about it.

Suggest an organization →