Amidst recent attacks on Gaza for the last six months, the globe is reacting by taking a stand. Students protested peacefully by performing sit-ins on college campuses and citizens internationally have marched for a ceasefire.
Sources reported nearly 35,000 Palestinian deaths at the hands of Israel’s military campaign as of May 14. Over a million people are without homes and 75% of the population is displaced, according to NPR. 84% of health facilities are damaged or destroyed, according to The World Health Organization.
Everyday, news of more deaths and hostages hits the headlines.
Telfar is taking a stand for Palestine by holding a ‘EID DROP’ fundraiser for Palestinian Liberation. Starting at 12pm, on Thursday, June 6, the brand’s iconic monogram shopper tote will be available in every color and every size for 24 hours. 10% of proceeds will go towards Palestinian organizations.
This release was scheduled to align delivery dates with Eid al-Adha, one of the two major Muslim holidays, falling on June 15th.
This is a rare offer from the brand, known for its atypical solo color drop strategy. After gaining notoriety for maintaining demand unlike any other luxury brand on top of doing it at an affordable price point, Telfar only returns to traditional marketing methods for momentous occasions.
Fashion companies play a vital role in activism and protest. Brands with mass followings and influence can educate and inspire their customers to join them in the fight for change. Or, they can stay silent and complicit by standing neutral on international issues.
From supporting Black Lives Matter to its own roots in uplifting LGBTQ+ communities of color, activism is a part of the brand culture of Telfar, keeping people first in the mission.
What do you think of this initiative? Let us know in the comments.
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