Mast General Store announces Mountain Strong contributions
January 9, 2025
Shortly after the floodwaters from Helene began to recede, the Mast General Store started selling Mountain Strong shirts and stickers with part of the proceeds making a donation toward Helene Relief. The first contribution checks were just cut and totaled $85,000.
“We were all affected by Helene, but some were more affected than others,” said Lisa Cooper, Mast Store’s president. “While the Annex in Valle Crucis had some damage from water and mud, it was nothing compared to what others were experiencing. We were seeing all the devastation and knew we had to do something to help.”
One of the Mast Store’s graphic designers, Anna Preston, designed an image to be used on t-shirts, sweatshirts, and stickers. The design, which features a heart emanating rays of hope nestled in the mountains, is meaningful to those living in the affected areas as well as people living elsewhere wanting to show their love, support, and compassion.
“We delayed designating recipients of the funds until we knew more about what the need would be,” commented Cooper. “Our contributions for this round address two significant needs – the basic human need for shelter and the region’s need for continuity of business.”
The organizations receiving funds raised through the sale of the Mountain Strong apparel and stickers are Boone Area Chamber of Commerce Foundation to be used for small business support ($25,000), BeLoved Asheville to help those who lost their homes find new homes and even more ($20,000), Mountain Strong for Business Recovery at the Asheville Chamber of Commerce ($20,000) to help the small businesses in the Asheville area begin their recovery journey, and River Arts District Artists ($20,000) to help the artists that are an important part of the economy and the culture of the Asheville area continue their rebuilding.
In addition to area assistance the Mountain Strong merchandise is providing, many Mast Store vendor partners reached out to provide support. The list of those who contributed includes L.L.Bean (sleeping bags and blankets), Columbia Sportswear (coats), ExOfficio (underwear), Darn Tough (socks), Nester (socks), Gerrit J Verburg Candy Co. (monetary donation), Smartwool (socks), Turtle Fur (hats, gloves, scarves), Merrell (monetary donation), Sandy Ruben and Associates (toys), On (footwear), Free Fly (beanies), Sherpa Adventure Gear (clothing), Soulmate Socks (socks), Socksmith Socks (socks), Bumpas Huggable Animals (stuffed animals), Rotten Gummies (candy), House of Morgan Pewter (ornaments with proceeds to Helene Relief), Becky and Tommy Morrison (NC Strong plush with proceeds to Helene Relief), and MPowerd (solar lanterns).
“So much was happening so fast that I hope we didn’t leave anyone off the list,” shared Cooper. “We appreciate every contribution, phone call, kind word, and donation of time and talent from the bottom of our hearts to the tops of the mountains! While there is still a lot of uncertainty, there is also a lot of hope in Western North Carolina. The Mountain Spirit is strong and determined, but recovery from Helene is going to be a long process.”
The mountains are continuing to heal, and your thoughts, prayers, and actions are helping. Mountain Strong apparel and stickers are still available for those wishing to purchase and show support for the mountain communities.
About Mast General Store
With its Original Store located in the rural historic district of Valle Crucis, North Carolina, Mast General Store has grown its family to 11 locations in 10 towns across four states – North Carolina, South Carolina, Tennessee, and Virginia. Historic locations, a focus on customer service, and an eclectic product selection – everything from old-fashioned candies to technical outdoor gear – make every store a destination. The Mast Store is family and employee owned and is passionate about its local communities.
