# Jacket Rehoming Charity Iniatitives Nobis Announces Return of #NoColdShoulder in Time for Winter By Grace Mahas | Published 2021-11-02 | Social Good Source: Trend Hunter, https://www.trendhunter.com/trends/nocoldshoulder References: [newswire](https://www.newswire.ca/news-releases/luxury-canadian-outerwear-brand-nobis-announces-return-of-nocoldshoulder-charity-initiative-this-winter-813100454.html)  Luxury Canadian outerwear brand, [Nobis](https://www.trendhunter.com/trends/nobis), recently announced the return of its #NoColdShoulder initiative just in time for the cold weather. The philanthropic project offers the "gift of warmth" to over 15,000 people by collecting [gently worn jackets](https://www.trendhunter.com/trends/closet-clearout-challenge) and placing them on the shoulders of vulnerable community members around the world. For the entire month of November, Nobis will be offering eco-friendly and resealable bags for Canadians to donate their gently used coats from the comfort of their own home. In addition, customers making a purchase from the brand or at participating retailers will receive a self-sealing donation bag as well as a Nobis limited edition #NoColdShoulder beanie. Moreover, for the month of November, Nobis will donate $50 from the purchase of each jacket sold online to [participating charities](https://www.trendhunter.com/trends/canadian-charity). Image Credit: Giacomo Gianniotti, Nobis Global Brand Ambassador ## Trend Insights (Trend Hunter) - Score: 3.4/10 - Popularity: 35% | Activity: 57% | Freshness: 10% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Social Good](https://www.trendhunter.com/socialgood) > [Charity](https://www.trendhunter.com/charity) ## Key Themes ### What Makes This Trend Stand Out - **Sustainable Fashion:** Initiatives such as #NoColdShoulder encourage the reuse of clothing items, creating a disruptive innovation opportunity for companies to develop eco-friendly production processes and products. - **Corporate Social Responsibility:** Brands that prioritize philanthropy, like Nobis with #NoColdShoulder, can gain a competitive advantage through appeals to consumers' sense of social responsibility, with potential disruptive innovation opportunities related to developing measurement metrics and tracking progress of these efforts. - **Circular Economy:** By allowing consumers to donate their used jackets and incorporating them back into the economy, #NoColdShoulder is promoting a move towards a circular economy, creating a disruptive innovation opportunity for companies to develop circular business models, reducing waste and carbon footprint. ### Sectors Adopting This - **Fashion Retail:** Fashion retailers can capitalize on sustainable clothing initiatives like #NoColdShoulder by promoting the reuse of products and incorporating environmentally friendly materials in their product lines. - **Philanthropy:** Companies involved in philanthropic initiatives can take advantage of disruptive innovation opportunities to develop sustainable funding models and long-term partnerships with community organizations. - **E-commerce:** Online retailers such as Nobis who incorporate charitable initiatives into sales, such as donating $50 from each online jacket purchase to participating charities, can create niche engagement opportunities for online consumers, while also promoting brand image and increasing customer loyalty. ## Related on Trend Hunter - [Branded Warm Clothing Donations](https://www.trendhunter.com/trends/heart-of-lifewear.md) - [Vegan Outwear Donations](https://www.trendhunter.com/trends/wuxly-and-mikinakoos-childrens-fund.md) - [Luxury Outwear Programs](https://www.trendhunter.com/trends/modernhaus-soho.md) - [Homeless-Supporting Accessories](https://www.trendhunter.com/trends/toques-from-the-heart.md) - [Social Good Kids Jackets](https://www.trendhunter.com/trends/rudsak-supports-breakfast-club-of-canad.md) - [Winter Clothing Drives](https://www.trendhunter.com/trends/united-way.md) - [Breathable Festival Fabrics](https://www.trendhunter.com/trends/nobis.md) - [Curated Cashmere Pop-Ups](https://www.trendhunter.com/trends/noble-cashmere-co.md) - [Collaborative Soup Branded Outerwear](https://www.trendhunter.com/trends/campbells-x-parks-project-winter-warmth.md)