- Press Release
- 1 mins
Press Release
FOR IMMEDIATE RELEASE
Hiker’s Rescue Inspires “A Valentine for Hells Canyon” Campaign to Support Emergency Medical Services
Boise, Idaho – June 4, 2025 – Idaho-based apparel company MASHIDAHO is launching a fundraising campaign, “A Valentine for Hells Canyon,” donating a portion of proceeds from a special-edition t-shirt to support emergency medical services in the region.
Known for humorous yet cautionary designs centered around Idaho’s rugged wilderness, MASHIDAHO was inspired by the real-life rescue of Eric Valentine, an 80-year-old hiker who survived a 60-foot fall in Hells Canyon in 2023. His story—covered locally by KTVB and later picked up nationally—highlighted the importance of trained responders and everyday heroes.
Valentine, a retired judge and avid hiker from La Grande, Oregon, was rescued thanks to a chance sighting by retired Boise fire chief Steve Rasulo and his wife Leslie. They acted quickly, initiating a response that involved multiple parties, including an Eagle, Idaho Boy Scout troop.
The story recently came full circle when Rasulo, after seeing a BoiseDev article about MASHIDAHO’s mission, purchased several “Enjoy Hiking in Hell” shirts—one to gift Valentine on the second anniversary of the fall. The two arranged a reunion and returned together to the site of the accident.
To honor the rescue and raise awareness, MASHIDAHO is releasing a special “Valentine Edition” of the “Enjoy Hiking in Hell” shirt, featuring symbolic design elements commemorating the event. Proceeds from this and the “Enjoy Rafting in Hell” version will go toward EMS support in the Hells Canyon region.
Shirts will be available through the end of the year at mashidaho.com and at Idaho River Sports in Boise.
Media Contact:
Steve Machado
MASHIDAHO
208.713.4474
# # #