People Who Give a Damn: Mare Ruland on Pee Cloths, Purpose, and Building Community
I’ve been a fan of Kula cloth for a while now. On the surface, it’s a genius piece of gear — a reusable pee cloth that keeps toilet paper waste out of the backcountry. But what hooked me wasn’t just the product; it was the people behind it. From their colorful designs to founder Anastasia’s “The Kula Diaries” emails (seriously, they’re always a bright spot in my inbox), the whole vibe goes far beyond gear. Intention, humor, and genuine care are stitched into every part of the brand.
Some people see a problem on the trail and walk past it. Others give a damn — and do something about it. That’s what this new Field Trip series is all about: highlighting the humans putting their creativity, grit, and heart into making the outdoors (and the planet) better.
For our first conversation, I talked with Mare Ruland of Kula Cloth, the now-famous reusable pee cloth that’s equal parts practical and joyful. Mare and her sister Anastasia have turned a simple backcountry frustration into a worldwide movement — and then expanded that same energy into Hiker Trash Apothecary, a line of biodegradable soaps that make even rinsing off feel like an act of care.
Here’s Mare, in her own words.
What exactly is a Kula Cloth for those not familiar?
Kula Cloth is a reusable antimicrobial pee cloth designed for anyone who squats to pee outside. It replaces toilet paper in the backcountry, helps reduce waste, and brings a little color and intention to your pack. It’s practical, easy to clean, and rooted in Leave No Trace principles. Kula can also be used for home use, boats, RVs, and especially for travel to places where plumbing is fragile! I always like to say Kula goes wherever you “go.”
What inspired the launch of Kula Cloth — and now, Hiker Trash Apothecary?
My sister, Anastasia, created Kula Cloth after being frustrated by the amount of toilet paper waste she saw in the backcountry. She wanted something reusable and beautiful that people would be excited to carry. I joined her a year later to help grow the brand because I loved the product and even more so, the community it created. Kula is now a globally recognized brand that sells thousands of Kulas all around the world.
Hiker Trash Apothecary grew out of that same energy — a desire to bring joy, care, and sustainability to even the smallest trail routines. The soaps are biodegradable, handmade, and full of personality.
What’s been your proudest moment so far with either brand?
There have been so many, but it’s the human moments that really stay with me. Just today, someone asked us to send Kulas for her final backpacking trip while living with stage 4 cancer. And not long ago, a customer shared in their order notes that they had just lost their hiking partner in an accident — we sent a special memorial gift, just for them.
We read every note that comes in with an order. This work is so much more than gear — it’s connection, care, and being present with people in real moments of their lives.
What do you hope people feel when they use a Kula or try your soaps for the first time?
I hope they feel seen. These products are made with so much intention, and our goal is for people to feel cared for — not just by the gear, but by the brand and community behind it.
How do you balance running a mission-driven business with actually running the business?
It’s a dance. Sometimes we’re in logistics mode, sometimes we’re at the post office, and sometimes we’re holding space for someone who shared something personal. We lead with our values, and that helps us stay grounded even when things get busy.
What advice would you give to someone trying to reduce waste or shop more consciously in the outdoor space?
Start where you are. Bring one reusable item. Mend something instead of replacing it. Support small brands that align with your values. It doesn’t have to be all or nothing … little shifts matter.
What’s a non-Kula, non-Hiker Trash project or product you’re excited about right now?
I work on the marketing team at Granite Gear, and I’m genuinely obsessed with the Zip Ditty bags. They’re my favorite piece of gear — so simple, versatile, and weirdly joyful to use. I love seeing people fall in love with them too.
Complete the sentence: “Giving a damn means…”
Caring deeply and showing up for people, the planet, and your purpose. Even (especially) when no one’s keeping score.
Anything else you wish more people understood about the work you do?
That it’s real. The messages we get, the stories people share, the tears, the laughter — it all matters. We’re not just making and selling gear. We’re building a space where people feel less alone in the outdoors and more connected to themselves and each other… one pee cloth at a time.
People Who Give a Damn is a recurring Field Trip series highlighting folks who make a difference for the outdoors and the earth. Know someone we should meet? Drop us a line.
