Hi Jack, In the West, wild horses travel in herds that typically consist of one or two stallions, a group of mares, and their offspring. While the dominant stallion protects the herd and steps in when danger arises, the leader is usually a seasoned mare, often called the lead mare. The lead mare’s dominance is established not through aggression, but through the respect of her wisdom. When she whinnies, the herd listens. Where she goes, the herd follows. When the American Wild Horse Campaign’s (AWHC) partner, CALLIDAE, a Los Angeles-based equestrian brand, learned about the plight of wild horses, they wanted to help. As a company powered by women and for women, CALLIDAE was entranced by the concept of the lead mare. As a result, they made AWHC the first beneficiary of The MARE Project with a portion of the proceeds benefiting our work to keep wild horses wild.

Photo of a mare from Salt Wells in Wyoming by Kimerlee Curyl

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Since the launch of The MARE Project collection in July 2023, CALLIDAE has successfully sold nearly $10,000 worth of products and has continued to support our mission. As part of the company’s commitment to fostering a spirit of giving during the holidays, CALLIDAE has introduced two new holiday MARE sweatshirts in Forest Green and Plum.

With a portion of the proceeds from each MARE product donated to AWHC, you'll not only be spreading holiday cheer but also contributing to the conservation of America's wild horses and burros.

Many of us know a powerful woman who embodies the characteristics of a lead mare: clear and confident communication, inspiration, and leadership toward positive change. At AWHC, we're lucky to have many lead mares guiding our mission, including board member Patricia Miller who has made a name for herself as an innovative leader in sustainable consumer product manufacturing and design. Patricia, an avid equestrian and advocate, has recently teamed up with CALLIDAE to promote The MARE Project and the company’s social and ecologically driven mission.

Patricia Miller, AWHC Board Member in The MARE Short Mane Sweatshirt (top) and The MARE Bar Sweatshirt in Plum (bottom)

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The MARE Project serves as a daily reminder of the power of collective action, led by females, to drive progress. This holiday season, consider a purchase from CALLIDAE for the lead mare in your life, and together, let’s drive continued progress for wild horse protection.

- The AWHC Team

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You can help wild horses in more ways than one! Check out all of the different things you can do to help further wild horse and burro protection.

American Wild Horse Campaign
P.O. Box 1733
Davis, CA 95617
United States