The ACLU, or the American Civil Liberties Union, is a non-profit organization that aims to defend the rights every person in the country, and the new Everlane collection benefits it.
Included are a number of different t-shirts, pullover sweaters and pins, all of which state "100% HUMAN" on the front. Available in unisex sizes, the apparel was made to remind consumers of the need to push for equality in America's changing political landscape. A representative of the brand explained the effort by saying, "After a long season of divisive rhetoric, we think two things matter most now -- protecting those rights and remembering that we are more the same than we are different."
Currently, the new Everland collection can be purchased online for affordable prices and $5 USD from each product will go directly to the ACLU.
What Makes This Trend Stand Out
- Equality-promoting Apparel
- There is an opportunity for apparel brands to promote causes and support non-profit organizations through sales of specially-designed commemorative items.
- Political Activism Clothing
- There is a growing demand for clothing that promotes political and social activism causes amongst consumers who are active on social media and regularly attend rallies and marches at a time of political turmoil.
- Fundraising Merchandise
- There is a need for companies to produce merchandise that not only promotes a particular cause, but also helps to raise funds for non-profit organizations.
Sectors Adopting This
- Cause-marketing Apparel
- The apparel industry has the opportunity to partner with non-profits and create limited edition clothes with proceeds going towards charity causes.
- Social Responsible Brands
- Companies who are committed to using their business to make a positive impact on society have the opportunity to engage and retain customers who share their values and support their cause.
- Non-profit Partnerships
- Non-profit organizations and companies have the opportunity to collaborate with each other to mutually benefit their respective causes and engage their supporters towards a common goal.
