Our MISSION

Earth Medicine Apparel Co.™ was born out of a love for humanity and the planet, of sharing wisdom about traditional Earth medicines, a passion for art, and a drive to help more people. Our original, human-designed, graphic apparel weaves stories about Earth medicines — plants, mushrooms, and animals, spiced with sacred geometry, deities, and other elements of natural wisdom — as a source of inspiration and unity. Each piece is more than just apparel; it forms a tapestry of shared healing traditions that invites our community to find common ground in a deeper respect for nature and humanity.

We value art as foundational to a thriving society and a healthy planet. By wearing our art, customers form a movement that embodies the magic and medicine of these symbols, directly impacting social and environmental projects. Together, we bridge a culture of connection, compassion, and purpose. We’re on a mission to champion a community where our customers begin to collaborate in a way that has an even greater impact on global communities and ecosystems.

Our clothing allows customers to make a conscious choice, knowing each design expresses distinct tastes while aligning commitments to environmental stewardship and social responsibility. We take great care to source garments made in ethical factories with sustainable and water-wise materials and partner with domestic, artist-operated print shops utilizing responsible printing practices. And, we redirect company profits to support worldwide initiatives aligning with education, conservation, and clean water.

Our Founder | Johnnie heider-kuhn AKA Cloudsong

I started Earth Medicine Apparel Co.™ as a way to weave together the many threads of my life—as an artist, herbalist, and community builder. I studied painting, drawing, and printmaking in college. After graduating, I screen-printed and sold my first t-shirts to fund a move from the Inland Northwest to the Colorado Rockies. For years following, I painted live at festivals and curated immersive underground showcases in Denver and Boulder to create platforms for other artists to shine. Art has always been my language of connection and resilience.

Alongside my creative work, I spent over a decade practicing clinical herbalism, formulating botanical supplements, studying permaculture, and teaching Vitalism and holistic nutrition. Meanwhile, I studied corporate social responsibility, driven by a belief that business can—and should—be a force for healing and justice.

In 2022, a journey to the Peruvian Amazon changed my life. There, I met the Kambô frog, trained with Maestro Jhonny Java, and formed lasting bonds with the Matsés people. That experience sparked the vision for this brand: to create wearable art that tells a story, honors the land and wisdom keepers of sacred Earth medicines, meanwhile fostering community networks of support. Every design our artists create, every garment we source, every community we collaborate with to support — it all serves one larger goal: a healthier, more connected world.

Earth Medicine Apparel Co. is my love letter to the Earth and its medicines. Rooted in reciprocity, visibility, and sacred storytelling, it’s a bridge between art and action. Here, clothing becomes a force for healing, connection, and collective remembering.

Earth Medicine Apparel Co. addresses two critical issues: the environmental and social impacts of clothing production and the dire need for social and planetary healing in the face of mass division and environmental peril - because we see people-care and planet-care as inextricably linked.

Earth Medicine Apparel Co. uplifts Four Values Pillars which act as our North Star.

Planetary Health | Education | Collaboration | Transparent honesty

As Nature is made of trillions of relationships, we value healthy relationships with all ecosystems, cultures, and peoples. We consider the relationships within our supply chain, partnerships, and community, as well as the plants, fungi, and animals we cohabitate with.

Envisioning a world of well-resourced and thriving communities, we align with four United Nations Sustainable Development Goals to act as the fuel behind our mission:

Education

Ensure inclusive and equitable quality education and promote lifelong learning opportunities for all

Clean Water

Ensure availability and sustainable management of water and sanitation for all

Responsible Production & Consumption

Ensure sustainable material resource consumption and responsible production patterns

Conservation

Protect, restore, and promote sustainable use of terrestrial ecosystems, sustainably manage forests, combat desertification, and halt and reverse land degradation and halt biodiversity loss