Our Team
The people (and dog) behind the brand
Meet the Team
Pure ADK is a small, family-run brand built on a genuine love for the Adirondacks: the trails, the lakes, the seasons, and the communities that call this place home.
Meet the crew!
Founder
Evan Williams
Chief Pioneer
A native Adirondacker, Evan grew up in Wilmington, NY — right at the foot of Whiteface Mountain. No matter where life took him, the mountains always called him back. Armed with a camera and a deep-rooted love for the region, he launched Pure ADK as an outdoor-focused journal to document his adventures rediscovering the Adirondacks with his wife and adventure partner, Hilary. What started as a blog has grown into a full brand — an apparel and goods line celebrating ADK culture shipped to people all over the country. Evan handles the content, photography, video, and drone work himself, keeping Pure ADK rooted in real, firsthand experience.
Co-Founder
Hilary Williams
Assistant to the Chief Pioneer
Hilary's love for the Adirondacks started young — summers spent camping with her family left a mark that never faded. Those early adventures shaped the hiker, kayaker, and outdoors enthusiast she is today, and sparked a curiosity about the natural world that led her to a career in environmental consulting in Syracuse, NY. Behind the scenes at Pure ADK, she's a utility player: content writing, order fulfillment, pop-up shop logistics — if something needs doing, Hilary gets it done. After a full week of work, she'd rather be under the stars or breaking trail through fresh snow.
Trail Toddler
Our Not-So-Little Buddy
Junior Pioneer & Chief Curiosity Officer
Curious and goofy, our not-so-little buddy is an incredible combination of wild, loving, testing, and cuddly. He loves to shred the trails on his little balance bike, and he's made the shift from riding in the kids' backpack to hiking up small mountains on his own. He's a good companion in the canoe too, where he likes to chat and observe everything. It's so exciting to watch him grow and learn, and even more fun to share the Adirondacks with him. He's full of love and life, and we're so lucky to have him. We're looking forward to another year of exploration and learning with him.
Trail Dog
Lucy
Furry Pioneer & Chief Morale Officer
Lucy joined the crew in September 2016. She's an adventurous mutt with a big personality and an even bigger enthusiasm for snow, water, and anything happening outdoors. Adopted from Helping Hounds in Syracuse, NY, she's become a core part of daily life and a familiar face on trails across Upstate NY and the Adirondacks. She's a senior dog now and has slowed down, but she still has that adventurous spirit in her. We try to get her out when we can, and canoeing is a great option that fits her pace.
Adopted from Helping Hounds, Syracuse NY
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