Former Columbia Sportswear executives Beth Brownlee and Ruth Nichols have launched Trust Your Journey, an eco-friendly apparel line for women.

Products include 100% organic cotton T-shirts, fleeces, hats and bags printed with water-based inks as well as recycled seed paper journals and handmade jewellery.

Brownlee, a former director of apparel sales for Columbia, was diagnosed with breast cancer just a few years ago, and the company name was inspired during her chemotherapy treatments a statement said.

Both women have many years of experience in the sporting goods industry at Columbia as well as Nike, Asics, Hind and Woolrich.

Trust Your Journey's website is currently serving as its storefront.