Fashion

How Fashion Brands Are Supporting The Black Lives Matter Movement

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Black lives matter. It's a movement that was formed in 2013 to fight systematic racism and police brutality after the killing of Trayvon Martin, and 7 years later, it's still just as relevant. With a growing list of victims of state-sanctioned violence, including George Floyd, Breonna Taylor, and Tony McDade, people are taking action. They're signing petitions, staging protests, and calling their local and national leaders to demand that officers are held accountable.

Many in the fashion industry are stepping up to support as well. From small businesses to major design houses, brands like Nike and Ganni are taking a stand against racism. And they're doing more than just posting on social media and offering lip service, a valid critique many have leveled at brands whose support feels performative. Ganni is donating $100K to The NAACP, Black Lives Matter, and The ACLU. Glossier is donating $500K across various organizations including Black Lives Matter and The Marsha P. Johnson Institute, and they are earmarking another $500K for grants for Black-owned businesses.

And brands are advocating for long term change as well. Brother Vellies founder Aurora James started the 15 Percent Pledge, calling for major retailers to pledge 15% of their shelf space to black-owned businesses. "So many of your businesses are build on Black spending power. So many of your stores are set up in Black communities," she wrote. "This is the least you can do for us. We represent 15% of the population and we need to represent 15% of your shelf space."

Ahead, find the growing list of brands who are taking a stand against racial injustice and police brutality.

Nike

Nike has long been an advocate for racial justice, making Colin Kaepernick the face of their blockbuster "Just Do It" 30th anniversary campaign after he led peaceful, silent protests against police brutality. In their latest ad, they tell fans "Don't Do It," highlighting the most effective and socially responsible way to fight racism. "Let's all be part of the change," their caption reads.

Glossier

Glossier is donating $1 million to fight racial injustice, designating $500K to organizations like Black Lives Matter and The Marsha P. Johnson Institute, and another $500K as grants to Black-owned beauty businesses.

Marc Jacobs

Marc Jacobs stands in solidarity with protestors, calling out the media focus on the loss of property over the loss of Black lives. "Never let them convince you that broken glass or property is violence," he wrote, adding: "Property can be replaced, human lives cannot."

Savage X Fenty

Quoting Rihanna's famous speech from The NAACP Image Awards where she asked non-Black allies to "pull up" for racial injustice, her lingerie brand Savage X Fenty announced they will donate funds to Black Lives Matter and The Bail Project in solidarity with Rihanna's non-profit, The Clara Lionel Foundation.

Ganni

Ganni is donating $100K across several organizations, including Black Lives Matter and The NAACP. "At Ganni, we stand in solidarity with the Black Lives Matter movement," they wrote. "As we’ve been researching and educating ourselves, our silence—born out of the fear of saying the wrong thing—has gone on for too long."

Aritzia

"No amount of donations will ever be enough," Aritzia posted on Instagram, "but actions inspire change." The retailer committed to donating $100K to Black Lives Matter and The NAACP.

Brent Neale

Brent Neale Jewelry is channeling their anger and frustration over police brutality into painting, and donating all the proceeds from sales of their work to The NAACP.

Warby Parker

One of the first brands to take a stand, Warby Parker is pledging $1 million to organizations and initiatives dedicated to combating systemic racism. "To our black community members, employees, customers, colleagues and friends, we see you and stand with you," they wrote.

PrettyLittleThing

PrettyLittleThing launched a capsule collection with Saweetie on Monday, June 1, and the brand will donate 100% of the profits to Black Lives Matter.

The brand further shared on Instagram, "Like so many around the world we have been shocked and deeply saddened by the tragic loss of George Floyd and we send our love and prayers to all of those affected."

Reesonance

Fashion tech company Resonance annoucned that they will be starting a fund for US-based Black designers named "Be Resonant." Accepting applications beginning on June 8, an unannounced panel will be choosing winners by the end of the month with the program officially launching on July 1.

$50,000 will be awarded to 10 winning designers who are looking to launch, maintain, or further their business.

Rent the Runway

Rent the Runway is "taking action," as they shared on social media. More than just a message about support, the fashion rental brand has put their money where their mouth is, donating $100K "to immediately support organizations combating racial injustice, including @NAACP and @blackvisionscollective."

The brand added, "We will also be allocating an additional $1,000,000 to support Black designers through our wholesale, platform and co-manufacturing initiatives, which includes providing design resources, data, mentorship and financial support to create collections for RTR. It is critically important to us that a significant portion of our $1M goes towards launching fashion brands from Black designers who have not had the investment capital to launch on their own."

Toms

Toms will be donating $100,000 to organizations that are working to combat racial injustice, starting with Black Lives Matter. They're also using their social platforms to highlight community leaders, organizers, experts, and activists who are using their voice to educate.

Senreve

Senreve is donating $15,000 and matching other team members donations to the NAACP in support of racial injustice.

Fashion Nova

Fashion Nova pledged to donate $1 million in 2020 to help fight for racial equality and opportunity in the United States. They are currently making donations to Black Lives Matter and the NAACP Legal Defense and Education Fund.

Prabal Gurung

Prabal Gurung will be supporting the Black Lives Matter movement in partnership with The Bail Project, which provides free bail assistance to “restore the presumption of innocence.” The design house released a “Stronger in Color” hoodie and T-shirt and 100% of net proceeds from sales will be donated to The Bail Project.

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