The creative fashion industry is doing its bit in support during the pandemic with boutiques and home-grown brands leading the way by offering up to 100 per cent of their proceeds to NGOs.
Designers such as Suhani Parekh of Misho Designs, who is presently in London says that even though she has moved abroad, her heart is in India, where both her family and the team is. Her label is globally known for sculptural jewellery designs and it has already committed 100 per cent of proceeds from their article named Mina Sung Cuffs to the COVID relief charities this month. Besides this, they will also donate 10 per cent of all sales. We also have a jewellery brand Studio Metallurgy’s Advaita Mathur that started out in 2015 and is popular for using upcycled materials.
They are contributing by donating 100 per cent of sales from a curated collection of bestsellers towards COVID Relief for the next couple of weeks. They have aimed to least raise two lakhs and they are on their way to reach the goal in just a couple of days. Another fresh accessory brand that has pledged to donate a percentage of profits is Bengaluru based luxury brand Aranyani. It is also donating rice and ensuring that all its labour remain employed during the crises. They have also provided them with medical insurance and a supply of vegetables.
While these young brands are doing their bit, the shopping experience of their clients is lending to it equally and the most beautiful thing about purchasing for a cause is that it lets one discover these ‘hidden gem’ brands that are not just talking about but also practising responsible fashion.
SMR Days, a year-old, London based brand which also does all its production in India, is working with the Hemkunt Foundation, and helping with oxygen and meal distribution. They are also participating alongside Khaana Chahiye, which is a citizen initiative to fight hunger in Mumbai and Thane.
Besides these small brands, large established labels have also taken up the responsibilities. Contemporary designer label, AM:PM, has decided to donate 30 per cent of all sales during the month of May to an NGO that will help in providing free vaccination and make it widely available and accessible for people.
Other homegrown brands that are donating revenues and stepping up includes The Jodi Life, a ready to wear craft driven label that is donating 50 per cent of sales to Hemkunt Foundation. Then there is Olio Stories which has donated 100 per cent of proceeds for three days and raised Rs 12,50,000 through the sales of their 18-karat gold plated jewellery. Tanzire, a handcrafted jewellery brand is donating 100 per cent of sales to Hemkunt Foundation and Mission Oxygen India till the first week of May. As for Isharat, they are donating 100 per cent of profits to three NGO’s for the next week. Leading fashion label Nor Black Nor White has taken up a different route by sending gift cards matching the values donated to a list of organisations.
Cord Studio is endowing 50 per cent of proceeds from all sales to Hemkunt Foundation and Khalsa Aid. Another notable brand called EURUMME, a gender-fluid jewellery label has raised over Rs 1,00,000 through online sales to Hemkunt Foundation. Other than these, Mae, Vedika M and Twinkle Hanspal have donated 25-50% of the sale proceeds respectively to the foundations.
Drawn has also contributed 100 per cent of sales from their True-Blue Belted dress to Hemkunt Foundation till the first week of May.
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