A fashion retailer that cares is a fashion retailer that wins
Dover Street Market has announced an initiative that applies to the country/city where it has a physical store. Buy a T-shirt from the “Fearless” collection, and “100% of its proceeds go to charities supporting healthcare workers in each of the six DSM regions”. Here, what you pay for will instead go to Beyond Social Services, described on their website as “a charity dedicated to helping children and youths from less privileged backgrounds break away from the poverty cycle”. Enjoying fashion and serving a good cause feel right (and good?) now.
Fearless involves some of the biggest names in luxury fashion, as well as streetwear, twenty eight of them that DSM considers as “friends”. And the store is well-supported. To look out for are Raf Simons, Sacai, Undercover, and Valentino, and, for streetwear junkies, Awake NY, Bianca Chandon, Clot, just to name three. The objective is as simple as it is charitable: “…to create a simple collection of T-shirts that help to spread positive energy through the wider DSM global community and out into the world,” according to DSM.
Fearless comes hot on the heels of the Social Justice Charity Capsule, conceived by the sub-brand CDG to support the Black Lives Matter movement. What were first designed as uniforms for staff to wear to welcome shoppers back to the store after lockdown have become available for sale, presumably due to the intense interest from customers. The positive messages on the garments along the lines of “Believe in a better tomorrow” sync with the present global sentiment that calls for massive social change.
Prices of the T-shirts are not yet available as we hit the publish button. It is hard to make a guess as DSM does carry tees of a rather wide price range. We suspect they will retail for SGD100 upwards. This may not be considered outrageous since many are from trending brands. We are certain Doublet’s design of a heart shape, composed of Post-It notes with handwritten messages on them will be first to be snapped up. The Fearless Initiative launches tomorrow at DSMS, as well as online. Shop and do some good.
Photos: (main and products) DSM. Collage: Just So