Fashion
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.
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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