Turtle Fur Cozies Up to Backbone as Agency of Record

September 26, 2023

MORRISVILLE, Vt. – (September 26, 2023) — Turtle Fur, the leading cold-weather headwear and accessories brand for over four decades, has selected Backbone to lead its integrated public relations and affiliate marketing strategy. As Turtle Fur expands its product offerings across all seasons and weather conditions, Backbone will build national awareness and support sales for the brand.

Turtle Fur founder, Millie Merrill, designed the first fleece neck warmer in the basement of a children’s apparel store in 1982. Her innovation, affectionately dubbed The Turtle’s Neck®, freed once scarf-bound skiers from their tangled and burdensome accessories. Today, Turtle Fur is a global household name with a product line that has evolved to include hats, gloves, and balaclavas – perfect not just for skiing but running, hiking, and everyday wear.

“With Backbone’s proven success reaching the outdoor and active lifestyle consumer, we look forward to strengthening Turtle Fur’s presence in the market,” said Erika Canfield, Vice President of Marketing and E-commerce at Turtle Fur. “This partnership is especially exciting as we share a strong commitment to sustainability, community engagement, and fostering diversity in the outdoors.”

In late 2022, Turtle Fur proudly announced its B Corp™ certification, reaffirming the commitment to use its business to drive positive impacts on people and the planet.

“Many of our team members grew up wearing Turtle Fur hats and neck warmers,” said Ian Anderson, Vice President of Public Relations at Backbone. “We’re excited to collaborate with their team to help the brand grow and introduce their exceptional products to a wider audience.”

About Turtle Fur

Since 1982 Turtle Fur has been a leading headwear and accessories brand in the outdoor, snow sports, and lifestyle markets. Their mission is to inspire an outdoor lifestyle by promoting socially and environmentally conscious living and creating comfortable products for every adventure(r).

Turtle Fur prides itself on holding true to its pillars of adventure, community, comfort, and quality. For more information, visit www.turtlefur.com and follow them on social media @turtlefur.


Sarah Owen
Senior Account Manager
Backbone Media
970.963.4873 ext. 1231