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BRANDS THAT GIVE BACK

Brands are changing to be socially reactive, marketing is now geared towards the inclusion of all types of people and trying to draw attention/ help the underdog. By making these subtle changes brands and their campaigns are becoming more powerful - the trick is to have a cause behind you brand story or product as this pulls people in to read more and attracts do gooders or people that want to give more but maybe don't have the time. Here are some examples of brands/ campaigns that stand out to me:

RIVER ISLAND

Their ‘LABELS ARE FOR CLOTHES, NOT PEOPLE’ campaign aimed to spin tired stereotypes and reclaim labels to make them positive. The campaign was all about fully accepting yourself and others by getting rid of negative labels that are attached to people. Fashion is all about self expression an the openness of this campaign reinstalled that you can wear what you want, when you want and you shouldn't feel judged. They teamed up with with anti bullying charity ‘Ditch The Label’ with an exclusive range - £3 from every sale (and an extra £1 for every share) goes straight to DTL.

PATAGONIA

Patagonia is an American company that makes sustainable outdoor clothing aimed at adventurers although the brand has become part of urban street style. Patagonia give back to the environment and take part in initiatives in a number of areas, for example, they take precautions for preventing human trafficking and exploitations; they also take provisions in raising money for worldwide hunger and the environment.

ROUND + SQUARE

Round + Square are a clothing brand ‘designed with passion, driven by values.’ The brand was founded by Henriette Ernst after she was told about the Equality Now organisation that fights for women’s rights. She had worked in fashion for years and started Round + Square to incorporate her love of fashion with her beliefs and create pieces that bought beautiful design together with peace, prosperity and gender equality. 30% of profits are donated to Equality Now’s brave and tireless advocacy for women and girls.

TOMS

TOMS are a shoe brand that do good but don’t shout about it with their 'one for one' drive. For every pair of shoes you buy they donate a pair to the less fortunate. They help provide shoes, water, safe birth and bullying prevention services to those in need. I think more brands should have an initiative of donation in the way that TOMS do as its not hard for a brand to selflessly give especially when they're profits are high. The fashion industry produces a lot of wasted clothes so why not give things that aren't being used to someone who could really do with using them.


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