Aug 25, 2021
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Hollister expands Confidence Project to EMEA

Aug 25, 2021

Abercrombie & Fitch’s Gen Z-focused Hollister brand has expanded its well-being initiative, The Confidence Project, to EMEA following its US launch last year.


The year-round initiative is dedicated to “helping all teens feel their most confident, comfortable and capable” and the expansion means EMEA-based organisations that focus on teen wellness are now eligible to apply for a grant programme.

This will provide funds for either one-year general operating expenses or project-specific grants of up to $50,000. 

The project wants to improve teens’ daily lives and the environments in which they live, including mental health, equitable opportunity for young Black, Indigenous, and People of Colour (BIPOC), safety and inclusion for LGBTQIA+ youth, anti-bullying efforts and environmental action.

“The Hollister Confidence Project has been an important, impactful movement for our customers and communities since its inception in 2020, when it was launched in the US alongside the annual Hollister World Teen Mental Wellness Day. After a successful first year of the grant programme, we couldn’t be more proud to expand our funding efforts to EMEA to help enhance teen wellness on a larger scale,” said Katie Adams, EMEA Marketing Director at Abercrombie & Fitch Co. 

“We were encouraged by the strong reaction to World Teen Mental Wellness Day in the UK earlier this year and are excited to see the appetite and passion for building confidence among teens in EMEA year-round.”

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