Videos of his nature t-shirts became viral, but Jim Morris' roots go much deeper

Boulder, Colorado – his awe of the tiny details is simply contagious: the moon hangs on the bright daylight in the sky. A spider web between branches that fluctuate slightly in the breeze. How the sun hits the back of a sheet and highlights a network of veins. It is tiny – maybe something you wouldn't even notice – but it's great for Jim Morris.

A short walk with him makes her slower and start to recognize and maybe even admire these little everyday miracles.

“It seems that they have to love things to take care of them, and then they can try to protect them,” said 76-year-old Morris gently in Boulder on a sunny afternoon.

This prompted him to create Jim Morris Environmental & Wildlife T-shirt Co. in the mid-1970s. What started as a few students from the University of Colorado Boulder who sold shirts to support various causes quickly became much more. Morris devoted his career to the consent for natural places and felt a good way to spread their importance, which were through biological T-shirts and sweatshirts, with a percentage of overall income to cause his heart. Over the decades, the small company has regularly made contributions to dozens of groups and donated over 200,000 US dollars.

Find out more about the early years of Jim Morris Environmental & Wildlife T-shirt Co.

Jim Morris shares further details about the early years of his nature t-shirt business in Boulder.

Morris achieved international love when his business became viral on Instagram in January 2024 and a lovable post from him bounced around in one of his sweatshirts.

He had just hired a director of digital marketing and her very first post was exploded online.

And the sales followed.

“I still don't think so,” said Morris. “And you know, I can't find out how it does. I can upload photos and send them to people, but it's all to Lydia.”

Lydia Kramer has already headed social media accounts, but this commitment was brand new.

“Many people in Boulder already knew about the company and knew about Jim,” she said. “But for people around the world, also to be part of it – I felt really grateful that they were becoming part of it, just like me.”

In a rarity for the Internet, the comment area for the videos of the company full of limitless love and adoration is:

“I hope to be so happy what I do when I'm Jim's old age.”

“Protect this precious man at all costs”

“I just bought your Fox Track Sweatshirt !! I can hardly wait for it to come !!”

“Jim, you are the coolest and thank you for the memory to notice the whole life around us.”

While Kramer will pass on another opportunity at the end of February – and the company hires someone who takes over these responsibilities – Morris has given her a lasting impression.

“His excitement about birds or something he heard or what he is passionate about was really on his eyes,” she said. “And then also to be part of something larger, especially if he did it – it's just a really cool thing to be part.”

Morris, who started using a cell phone just a few years ago, said that he usually learned the massive commitment of the social media of the children of his cousins, which followed the account.

Find out more from Jim Morris about the beginning of his company and his rise to the Internet in the following year Denver7.

Videos of his worshiped retro-natural t-shirts became viral, but Jim Morris' roots go much deeper

The contributions vary from the new illustration of an artist on a shirt to an environmental cause to Morris' background story. While his passion is almost tangible on the screen of a phone and is even more personal, he stands for much more than retro and unique clothing.

His dedication to protect natural spaces began as a child who researched swamps and admiring birds, pipe bodies and insects in his house in Wisconsin. His parents built a hut near the Canadian border, and he has good memories of the fact that he swimming eagles and ospreies as well as kayaking and swimming in the lakes. His preference for nature grew when the rest of him was stronger every year.

To this day, he has participated in protests to save whales, written letters to politicians, drove and marched from Boulder in the contradiction of a coal -fired power plant and marched to protect waterways, with many and much more.

“So, there are all these idealistic people who only swing around, and who knows what they look like or what they do, but they have good energy, so it is more fun to be with him,” he said. “People of all religions and sizes and shapes and types who do wonderful things.”

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In the around 50 years in which he was in business, he worked with countless artists to print their work on high-quality organic shirts and sweatshirts. Sometimes they connect via friends or acquaintances, and sometimes it is purely accidental. Many of the artists themselves are strongly about an environmental problem or try to teach people through their art about wild animals.

“I would have a bit of an idea, and that would encourage the artists to do something that was much better and different from my idea,” he said. “There are all these people who have skills that go beyond work and have a time card.”

First he rented a room in his neighbor's garage to print the clothes. But today the much larger workload takes place in a warehouse with a new printer that replaces the previous 34-year-old model that is hidden near a small pond in Boulder.

See how Jim Morris Denver7 gives and hear a tour through his Bouldering facility, which inspires him in the video below.

Jim Morris gives Denver7 a tour of his boulder company

After he had met Kramer in a coffee house and offered her a place in the team, the company not only saw the name awareness and the social media followers grew, but also noticed an increase in sales. Morris said that he put some additional money out of his own pocket in the company to keep it up, and is now grateful that he can donate more money for the causes that he supports.

Are you wondering which shirt is his favorite? Well, it is difficult to choose. There are a lot of options. However, one of the top selection options shows a circle of whales around text that reflects the feeling of a John Muir poem.

“I tried to write something similar about which he has a poem – when you go into the mountains and get your good news, and the wind becomes fresh in her and the like, roughly that way,” said Morris.

When Denver7 spoke to him, he wore a dark green sweatshirt with a Heron on the front – the best bestseller of the company. He explained how the sweatshirt feels particularly good on cool winter days when the sunshine can warm the dark clothes.

Another crowd favorite was designed by Morris' friend and shows the playful picture of a mountain goat by bike in the mountains.

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“It is only tried to say that you get out of your car when you can and go for a walk or a bike tour because you will see things,” said Morris and read the text on your shirt. “You will notice that you will see the light on the mountains or flowers. I met several friends just because they go for a walk or watch on the bike path. So when I am offering, I see you and you become friends.

He is a modest man who often shrugs his own achievements and indicates the difficult work that was done by others.

You can try to ask Morris more about his business, but he would rather talk about the birds that fly over him, the ants that climbed the bark of a cotton wood tree, or about his favorite part of life in Boulder: “The light in the late afternoon, as the golden light hits trees. And it is so easy to go somewhere.”

“So now to see something in nature – where a blade made of grass or a leaf turns in the sun and in the wind, it is that something is more interesting than the business,” he said with a little smile.

Ironically, he hopes that his own clothes remind you of it. It is probably the reason why he has won hundreds of thousands of fans from all over the world, many are striving to see the world through his eyes.

Because simple awe at a quick pace of 2025, it only affects the time to slow down and follow up.

“I often try to stop for a minute. Every morning I try a little walk … If you have a favorite tree and on some days on the tree and look at the tree, there is an animal up there. There are birds up there. If you look through the tree branches, you can see things how the clouds move, or sometimes birds would fly over them.

“So there are nice things.”

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