Two Blind Brothers is a charitable clothing brand founded by Bradford and Bryan Manning, a pair of brothers who have lost the majority of their vision due to a rare degenerative eye disorder called Stargardt disease. In an effort to raise money for a cure, the Manning brothers launched this one-of-a-kind clothing company, which invites prospective customers to "shop blind."
The innovative strategy, which helped the brothers raise over $700,000 for their cause, requires customers to buy mystery boxes that are filled with Two Blind Brothers apparel. Boxes could include the brand's signature t-shirts, socks, knit beanies, sunglasses, and more. Of course, shoppers will not be able to select any specific items for their boxes, making what they receive a total surprise.
The company currently offers three different boxes at varying price points, and only requires purchasers to fill out their t-shirt size to submit an order. All of the profits earned are then turned over to charitable organizations such as the Foundation Fighting Blindness, funding researching on retinal-related ailments and conditions.
Charitable Clothing Brands
Two Blind Brothers Funds Blindness Research with Mystery-Box Strategy
Trend Themes
1. Charitable Mystery-box Sales - Other charitable organizations can incorporate surprise mystery-box sales to bring in revenue and support their causes.
2. Socially-driven Apparel - Apparel brands can incorporate a social or humanitarian message into their brand identity to differentiate and drive sales.
3. Innovative Fundraising Strategies - Other charitable organizations can innovate new fundraising strategies like Two Blind Brothers to bring in revenue and support their causes.
Industry Implications
1. Socially-driven Apparel Industry - Companies in the apparel industry can differentiate themselves by incorporating a social or humanitarian message into their brand identity.
2. Charitable Retail Industry - Charitable retail organizations and non-profits can innovate new fundraising strategies like Two Blind Brothers to bring in revenue and support their causes.
3. Non-profit Fundraising Industry - Non-profit organizations can experiment with innovative fundraising methods like charitable mystery-box sales to bring in revenue and support their causes.