The Battleground of Mountain Towns

Weekly Spotlight Series

By Maia Monell | 10 April 2020

In honor of our “you’ve got this and we’ve got you” motto, we’re spending these next few COVID-focused weeks highlighting the beauty and resilience of our fearless Nav.igators. Each week we’ll spotlight a business, organization or community that’s closest to your heart to help promote their efforts to combat this pandemic.

Our first Spotlight is a small, yet mighty brand supporting the health of workers across mountain towns. Women’s athletic apparel brand, Wild Rye, is serving our surrounding mountain communities. Infection rates are high and healthcare is limited, so they took it upon themselves to single-handedly purchase masks and distribute them to local hospitals.

It’s no secret that mountain towns have been hit especially hard by the COVID-19 outbreak. Wild Rye’s home county of Blaine County, ID currently has the highest rate of infection per capita in the entire country…exceeding that of NYC and Wuhan.  Like other mountain and rural communities, Blaine County doesn’t have the resources to support the demand on its medical system.

So, in the spirit that shines through all small communities, Wild Rye is dedicated to keeping their medical friends, first responders, and essential workers in mountain communities safe.  They’re working with one of their factories to purchase and donate PPE that will go directly to those in need across mountain communities. 

Moreover, new mom and COVID-survivor, Cassie Abel (CEO & co-founder of Wild Rye) is personally matching up to $1k in donations, including those contributions made through orders.  That’s over 10,000 masks for these communities.  A simple $5 dollars donation with her match will provide 50 masks.  In addition, Wild Rye ( will also donate 50 masks (or the equivalent PPE equipment) for every Wild Rye purchase over $50.

If you are a mountain town organization in need, please input your information in this following spreadsheet and we will distribute resources as we are able.

From all of us here at, thank you Cassie and the Wild Rye team for showing us the beauty and resilience of the mountain town community and for your dedication to fighting this thing with everything you’ve got.

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