Our MISSION

Earth Medicine Apparel Co.™ was born out of a love for humanity and the planet, of sharing wisdom about natural healing through art, and a drive to help more people.

We create wearable art that tells the deeper stories behind land, communities, and biodiversity under pressure, to direct attention to threatened ecosystems, and to invite our community into ongoing solidarity. Each piece forms a tapestry of shared healing traditions that invites our community to find common ground in a deeper respect for the web of life.

We value art as foundational to a thriving society and a healthy planet. Art has power, not always a solution in itself, but a connector. By wearing our art, customers form a living organism that embodies the magic and medicine of these symbols, directly impacting social and environmental projects.

We concentrate our efforts on conservation in the Americas where land, water, and wildlife are inseparable from indigenous governance and community sovereignty. Our role is to resource and amplify stewardship led by those who have rooted in these places for many generations. Earth Medicine Apparel does not claim to protect land, or speak for communities. Instead we commit our resources, creativity, and storytelling platform to stir vision into motion.

Our clothing allows customers to make a conscious choice, knowing each design aligns commitments to environmental stewardship and social responsibility. We also take great care to source garments made in ethical factories with recycled and organic materials. Each piece is carefully screen printed by Front Range artists specializing in water based ink, made to last for years.

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 two United Nations Sustainable Development Goals to act as the fuel behind our mission:

Industrial screen printing machine with green and gray components in a warehouse setting

Responsible Consumption & Production

SDG 12: Ensure sustainable material resource consumption and responsible production patterns

Life on Land

SDG 15: Protect, restore, and promote sustainable use of terrestrial ecosystems, sustainably manage forests, combat desertification, and halt and reverse land degradation and halt biodiversity loss