KY store creates 'Appalachia Strong' line, all proceeds go to Hurricane Helene victims

Kentucky-based apparel brand New Frontier is answering the call after Hurricane Helene, launching its “Appalachia Strong” line with 100% of proceeds going directly to flood-victims across the region. Co-founder Joshua Ravenscraft says the effort isn’t about the brand—it’s about the community they call family: “Be there for your neighbor.” Rooted in Morehead and built on Appalachian grit and resilience, New Frontier is turning its design platform into a force for recovery and solidarity.