Apparel Company American Rhino Launches Website

1:45 PM

Apparel company American Rhino has launched its new website at, the company president and Foundation director announced Aug. 23.

American Rhino, founded in 2016, was created by the American Rhino Foundation, an active participant in on-the-ground conservation efforts to protect critically endangered and threatened African wildlife. 

A percentage of every American Rhino clothing item sold will go to the foundation. 

In turn, the foundation will fund conservancy groups in Africa. 
"Our website is critical to fulfilling our philanthropic mission," American Rhino president Chris Welles said. "We believe American consumers can play a vital role in preserving African wildlife. In doing so, we help secure biodiversity and habitats so vital to Africa's economy and future."
"We wanted a cost-effective way to tell our story, and authenticity was crucial. We hired King Fish because of their strong track record creating digital content for apparel clients," Welles said.
To create authenticity in the website's look and feel, American Rhino partnered with King Fish to conduct a photo shoot in Africa. 

The goal: To showcase American Rhino's rugged products in action. 
"I've been to Africa several times, and I'm always inspired by the landscape. I wanted to bring that inspiration to the website," Welles said. 
The team shot on the slopes of Mount Kenya, in the Aberdare Mountains, the Maasai Mara National Reserve, and Nairobi.

Welles noted that King Fish also shot photos in other locations, including in-studio, to create the necessary product images, and was able to produce the website using cost-effective methods. 

Welles said he was pleased with King Fish's ability to tell American Rhino's multi-level story. 
"We came to King Fish because of its success in digital marketing and project management experience," Welles said. "The content and site design achieved my vision for the project. The website is crucial to building our identity and reaching consumers, and the final result has exceeded our expectations."
About American Rhino
American Rhino is clothing with a cause for those that buy quality gear, enjoy the safari lifestyle, and care deeply about African wildlife. The American Rhino Foundation designed and launched American Rhino to help fund the most effective non-profit African wildlife conservation organizations. The American Rhino Foundation is an active participant in on-the-ground conservation efforts to protect critically endangered and threatened African wildlife. Our mission is to preserve African wildlife by funding the most effective local wildlife conservation organizations and projects in Africa. For more information, visit

About King Fish Media
The company develops integrated campaigns that create an emotional connection between clients and their customers and prospects. Each program is designed to deliver measurable results based on real-world marketing objectives. To effectively deliver branded content, King Fish helps clients Own Their Media Channel® by strategically creating media platforms including branded editorial content, responsive web sites, social media campaigns, eBooks, white papers, infographics, online video, as well as live and virtual events. King Fish has created profit-generating programs for companies including Affinion, Ameriprise, Bank of America, BBVA Compass, Boston Market, C&S Wholesale Grocers, Cengage Learning, CoLucid, Commvault, David's Bridal, IBM, Janus Capital, Keurig Green Mountain, Precision Medicine Group, Zappos, and others. For more information, visit

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