Nov 30, 2022
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Giving Tuesday initiatives implemented by swath of luxury, apparel brands

Nov 30, 2022

First came Black Friday, then Cyber Monday. Next, Small Business Saturday wedged itself in between the two days. The last to join this shopping period is Giving Tuesday.

While launched as an initiative by New York's​ Upper East Side cultural and community center, 92Y in 2012, the idea has expanded beyond participating charities such as the Dana Farber Cancer Fund, Save The Children, JDC—a leading global Jewish humanitarian organization, International Rescue Committee, and the Red Cross to allow brands to get it on the action. The idea is an example of another American spending trend that has spread globally. FashionNetwork.com looked at several U.S.-based brands participating in the charitable day for 2022.

Olivela X La Double J - Courtesy

CEO Stacey Boyd founded Olivela after visiting a Kenyan refugee camp benefitting from the Malala Fund, an international nonprofit organization that advocates for girls' education. The concept launched with the model to donate 20 percent of all proceeds to charity partners. The platform regularly teams up with different charities that highlight other goals that uphold brand pillars of gender equality, climate action, and health and wellness aimed to uplift females and youth in particular.

With a current focus on women's empowerment, the e-tailer has teamed up with several designers on the site such as Jimmy Choo, Simone Rocha, Roksanda, The Vampire's Wife, La Double J, Edeline Lee, Stine Goya, Deveaux, and Spinelli Kilcollin and is dedicating the 20 percent of net proceeds to two initiatives—the Obama Foundation's Girls Opportunity Alliance, and Equality Now, designed to empower girls through education and advocate for the protection of human rights for females. The collection will be on the site and contributing to those specific charities until stock is sold. ​This past October, Olivela launched an exclusive capsule collection with LaQuan Smith that continues to be offered on the website. Its initiative was to bring awareness to the urgency of sustainability.

The now trendy hiking sandal Teva is also participating in the meaningful purchase day, committing to donate $30,000 in total divided across three organizations dedicated to protecting wild spaces. For two days, beginning November 29 through November 30, shoppers on Teva.com will be given a chance to vote for their preferred nonprofit at the checkout. The 30K will be divided according to consumers' votes amongst the National Wildlife Federation— one of America's largest conservation organizations to ensure wildlife thrives in a changing world; American Rivers which champions a national effort to protect and restore all U.S. rivers and The Conservation Fund—a land protection fund working across all 50 states to conserve priority natural lands, cultural and historic sites, forests and farms.

Olivela X Jimmy Choo - Courtesy

Koolaburra by Ugg, the So-Cal lifestyle footwear brand, has teamed up with Soles4Souls—the global organization that turns shoes and clothing into educational and economic opportunities—on a philanthropic product give back directly supporting the charity's 4EveryKid program, which brings new athletic shoes directly to kids who need them most. 

"This holiday season, we're excited to help bring awareness to Soles4Soul's mission of bringing shoes to families in need," said Anne Spangenberg, president of the fashion lifestyle group at Deckers Brands, owner of Koolaburra by Ugg. "Koolaburra is made with family in mind, and we're honored that our support will directly benefit Soles4Souls's 4EveryKid program, which provides new shoes to children across the U.S. who are without shelter."

Starting November 29, through December 31, for each pair of women's Koola Short sold on Koolaburra.com, Koolaburra by UGG will donate $10 of the marked retail price—roughly 10 percent of the popular $90 booties—up to a maximum guaranteed donation of $40,000 to Soles4Souls.

The initiative aligns closely with sister brand Ugg, which is partnering with PFLAG in service to their tangible support of the LGBTQ+ community, and the Sad Girls Club which works to destigmatize mental wellness for Millennial and Gen Z, women, girls, and femmes of color. Each organization will receive a $50,000 donation this holiday season from Ugg.

The alternative puffer outerwear brand, The Arrivals, is also looking at environmental causes by donating a portion of every purchase made beginning on Giving Tuesday to NativeEnergy, whose mission is to help companies and individuals reduce carbon emissions and leave a lighter carbon footprint.

The Diamonds Do Good bracelet - Courtesy

Downtown New York family-owned jewelry store Greenwich St. Jewelers will donate 100 percent of its proceeds today from selling the Diamonds Do Good bracelet, which retails for $129. The genderless black onyx and diamond flecked beaded bracelet is the result of a partnership between the global nonprofit organization that supports and empowers people in natural diamond communities and model Flaviana Matata whose own foundation in her native Tanzania helps young girls become self-sufficient and leaders in the community.

Brent Neale's gold shark tooth necklace sales will yield a 20 percent donation to The World Wildlife Foundation, the world's leading conservation organization, which works in 100 countries around the globe, protecting vulnerable places, species, and communities.

Closer-to-home jewelry brand Azlee Jewelry will donate a percentage of proceeds on Giving Tuesday to Heal The Bay, that focuses on protecting the coastal waters of Southern California.

For Giving Tuesday New York-based Ulla Johnson will be matching donations given at checkout to Providence House, a Brooklyn nonprofit that advocates and provides shelter for women and mothers at risk of harm. In addition to that program, the designer created a limited-edition cloth mother and child elephant made from fabric scraps from previous collections. The Ellie & Bebe dolls were fabricated by an artisanal collective of female Afghan refugees in New Delhi. The limited edition of 150 dolls will go on sale on December 5 in-store exclusively and retail for $150 each.

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