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# Water-Funding Fashion
bluDemocracy Donates Proceeds to Potable H2O Initiatives

By Andrew Robertson | Published 2012-04-12 | Social Good
Source: Trend Hunter, https://www.trendhunter.com/trends/bludemocracy
References: [roozt](http://www.roozt.com/Blu-Democracy/about_company.php) & [bludem](http://www.bludem.com/our-mission)

Committed to combating the long term effects that the [fashion industry has on the environment](https://www.trendhunter.com/trends/regeneration-nation), bluDemocracy provides customers with premium merchandise that is both [eco-friendly](https://www.trendhunter.com/trends/breathable-materials) and stylishly compelling.

Using bamboo instead of cotton as well as ecologically conscious dyehouses, bluDemocracy ensures that the customers don't have to be concerned over the negative ecological impact of their clothing.

Having reduced their water impact by 95%, the company also donates a portion from every sale to fund [clean water wells in struggling areas](https://www.trendhunter.com/trends/disaster-relief-efforts) all over the world. According to their website, the blu promise is that "for every purchase, someone in the world will gain access to clean drinking water."

**Company Information**
bluDemocracy [website](http://www.bludem.com/)
bluDemocracy on [Twitter](https://twitter.com/#!/blu_dem)

## Trend Insights (Trend Hunter)

- Score: 2.1/10
- Popularity: 40% | Activity: 16% | Freshness: 8%
- Audience gender: 50% men, 50% women
- Primary generations: Millennial
- Top markets: North America

## Categories

[Trend Hunter](https://www.trendhunter.com/trends) > [Social Good](https://www.trendhunter.com/socialgood) > [Social Business](https://www.trendhunter.com/socialbusiness)

## Key Themes

### Key Themes Behind This Trend

- **Eco-friendly Fashion:** Opportunity for fashion brands to offer sustainable and stylish merchandise that reduces negative environmental impact.
- **Water Conservation:** Potential for businesses to implement water reduction strategies and contribute to funding clean water initiatives.
- **Social Impact Retail:** Emerging trend of consumers supporting brands that donate proceeds to worthy causes, creating opportunities for companies to align with social causes.

### Where This Applies

- **Fashion:** Fashion industry can adapt by using sustainable materials and reducing water impact in their production processes.
- **Environmental Conservation:** Organizations focused on clean water initiatives can partner with businesses to fund projects and improve access to clean drinking water.
- **Retail:** Retailers can explore partnerships with social impact brands to offer customers products that support worthwhile causes.

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