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Protecting African wildlife for current and future generations
By 2016, we raised more than $200,000 for Rhino Ark. Through the launch of American Rhino apparel, we will continue to provide resources to groups that do the most vital work.

Our mission is to preserve African wildlife by funding the most effective local wildlife conservation organizations in Africa.

Small groups in Africa have the most impact because they directly address the most overwhelming challenges that safari animals across Africa face every day. We believe consumers can play a vital role in preserving alluring, powerful African wildlife. In doing so, we also help to secure biodiversity and the habitats so vital to Africa’s economy and future.

African rhinos are on the verge on extinction due to illegal poaching. Rhino horn in traditional Asian medicine is believed to cure everything from impotency and cancer to hangovers. A horn can be worth as much as $60,000 a kilo ($27,000 per pound) on the black market. Large rhino horns weigh between 6-7 kg (15 pounds). The craziest part? Unlike elephants’ ivory tusks, rhino horn is made out of keratin, the same fibrous proteins found in our nails and skin. It is scientifically proven to have no health benefits or medicinal properties for humans.

American Rhino raises money for their foundation and sales of their apparel support conservation groups in East Africa. Recently, on a small group trip to Kenya, the team discovered that rhino rangers in the Masai Mara who are in charge of protecting rhinos in that area, are doing so with limited resources. Rhino poachers are highly motivated and use high caliber weapons and sophisticated technology. Therefore, in order to successfully protect these animals, lots of well trained rangers who are well equipped and trustworthy are required. Not to mention, brave. “How can we expect them to guard and protect these creatures when they are in flip flops and have barely any protection themselves?” Welles says.

Now, the company is putting funds and efforts towards outfitting the rangers with better equipment. It is estimated that it costs around $5,000 to properly outfit and train each ranger. “We are providing funding for boots, uniforms, and even tech equipment to more efficiently outfit the rangers.” If the rangers are better equipped and have the tools to protect these glorious beasts, the outcome will be better for everyone. Except the poachers, of course. Samson Lenjir, the Chief Park Warden of the Masai Mara, is thrilled about the funding and donations. “I’m so happy to be able to work with American Rhino. We are lucky to have such compassionate friends in the US,” he says. It’s difficult to find funding and it’s difficult to find rangers willing to do the job for such little pay. “We really want to support the folks who are risking their lives for rhinos,” Welles said.

It’s important for the rangers to have high morale in order to protect the wildlife putting their lives at risk. Richard Leakey, Chairman of Kenyan Wildlife Service says, “In the area of species protection, we should concern ourselves with what is right as opposed to what might be easier, or popular in the short term.” American Rhino was inspired by other programs such as, For Rangers and The Virunga National Park programs. “We are striving for the same success as these groups,” Welles says. “It means everything to our rangers to know that they have friends around the world that recognize and support their efforts,” according to Emmanuel De Merode, Chief Warden of Virunga National Park. The company is based in Wakefield, MA. “We are growing and living our mission. This is an exciting time to be contributing to conservation efforts,” Welles says, “and with this initiative, we are sure to make an impact.”


It’s about wearing your heart on your finely-crafted sleeve. It’s about your discerning lifestyle — you don’t just fund broad wildlife preservation concepts, you support specific African wildlife conservation initiatives that lead to tangible results. Every time you wear American Rhino, you are telling the world that you are supporting those that monitor African wildlife every day. You’re helping to raise the orphans of the poached. You’re clearing the snares poachers use to capture their victims.


You might trust and respect the work of large non-profit organizations, but you don’t always know what your donation actually does. When you donate with the American Rhino Foundation — either through the purchase of American Rhino gear, or directly — your money goes right to the most effective local organizations in Africa and to the very people that make the most difference in African wildlife conservation. Every purchase helps fund our mission to save rhinos.


If you have specific questions about American Rhino apparel and our store, please refer to our FAQs. If the answer to your question is not there, you’ll be able to contact us right away. Purchase American Rhino apparel in support of the American Rhino Foundation.

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