Mission

To create a menswear fashion brand that allows people to do good without having to be a do-gooder. A brand built on style, class and honour. Though what brings real substance to the brand’s integrity is that ten percent of each product sale will go to charity, or more specifically 5 worthwhile charities. The consumer though will get to decide which charity their money will go towards. The main aims of the brand include allowing men to be cool even when they show their caring side, to create real change through the carefully selected charities, to transform clothing manufacturing into being an ethical commodity chain and to re-mould capitalism through social enterprise by creating a system whereby the surplus doesn’t go to the 1% but to the people in our society who need our help.

Category

Disaster Relief

Additional Information

Imagine a brand as big as Ralph Lauren, as stylish as Fred Perry and as cool as Abercrombie and Fitch, but one that is inherently constructed to make a positive difference in this world. Imagine that, then a whole lot more. In terms of charities and causes, the five charities will be selected from five different sectors of charity.