What’s one way to raise awareness for a Christmas fundraising campaign? Change your very well-known brand name.
General Pants has officially changed its name to General Peace Co – but only temporarily. Over the Christmas period, the store will go by its new moniker across the nation, from November 24 onwards – in 48 stores and its online shop.
Why? It’s all in aid of Australia’s disadvantaged youth, and General Peace is pulling out all the stops to raise awareness and funds.
The charities Save The Children Australia and Oasis Youth Support Network are behind General Peace’s big push and name-change; both focus on supporting Australian kids and young people who are suffering or in precarious situations.
And General Peace’s commitment doesn’t just stop at a sympathetic name change. It’s also launching a range of T-shirts around the theme of peace, with designs from Stussy, Ksubi, Neuw and other serious street-cred brands, with all the proceeds going to charity.
It’s also recruited some heavy celeb names to help the cause, from Aboriginal model Samantha Harris – who said the campaign ‘could make a real difference’ – to Silverchair frontman Daniel Johns, Red Hot Chilli Peppers leader Anthony Kiedis, Pip Edwards and Ronan Keating. (All those foreign rock stars have Aussie wives and girlfriends, in case you’re wondering.)
Angus and Julia Stone, Rachel Zoe, Henry Holland, Candice Lake and Cheyenne Tozzi are also on board as ambassadors. And why wouldn’t they be? It’s PR gold for a celebrity to be seen in a festive charity T-shirt over the silly season.
Brands’ charity commitments have been getting bigger over the years. A token ‘10% of proceeds go to’ commitment is no longer acceptable; pressure from social media and grassroots charity organisations has meant that fashion has had to make a splash.
Vivienne Westwood regularly makes philanthropy a part of her line’s production, while TOMS shoes and People Tree clothing ask us to make ethical fashion decisions from the ground up. Luxury eyewear company Warby Parker also have the simple model ‘one for one’, donating a pair of glasses for every one sold.
Charity T-shirts on their own no longer sell; Matches Fashion tried to make a line of fashion shirts from celebrity designers to benefit a homeless charity, but they failed to sell. Consumers now demand a bigger, more holistic approach to charity giving from fashion.
What do you think of General Pants’ commitment – a great gesture or a lot of hot air?
Image: General Pants.