American Apparel Partnered with Pencils of Promise
Ellen Smith — November 10, 2017 — Fashion
References: americanapparel & hypebae
Fashion retailer American Apparel has recently announced a partnership with the organization Pencils of Promise, to produce a charity capsule collection, that will donate its proceeds to sustainable development projects in Guatemala, Ghana and Laos.
The campaign aims to address the high illiteracy rate faced by millions of individuals, with T-shirts that boast the slogan "Two hundred fifty million kids can’t read this." A second shirt simply features the word "promise" in the classic bold American Apparel typeface. All proceeds will be donated toward the building of new schools and educational institutions in communities with low rates of literacy.
The collaboration, which is launching online on November 6th, will be retailing tote bags, hoodies and T-shirts.
The campaign aims to address the high illiteracy rate faced by millions of individuals, with T-shirts that boast the slogan "Two hundred fifty million kids can’t read this." A second shirt simply features the word "promise" in the classic bold American Apparel typeface. All proceeds will be donated toward the building of new schools and educational institutions in communities with low rates of literacy.
The collaboration, which is launching online on November 6th, will be retailing tote bags, hoodies and T-shirts.
Trend Themes
1. Charity Fashion Collaborations - Opportunity for brands to partner with charitable organizations to raise awareness and funds for social causes through special collections.
2. Sustainable Development Projects - Growing trend of companies supporting sustainable development initiatives and investing in projects that have a positive social impact.
3. Addressing Illiteracy Through Fashion - Innovative approach of using fashion and apparel to bring attention to the global issue of illiteracy and contribute towards educational opportunities.
Industry Implications
1. Fashion Retail - Fashion retailers can explore partnerships with charitable organizations to create purpose-driven collections that resonate with socially-conscious consumers.
2. Education - Opportunity for educational institutions and organizations to collaborate with fashion brands in raising awareness and funds for promoting literacy and building schools.
3. Non-profit/charitable Organizations - Charity organizations can seek collaborations with fashion brands to leverage their reach and resources in driving social change and supporting community development.
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