“So many of your businesses are built on Black spending power,” James wrote on Instagram. “So many of your stores are set up in Black communities. So many of your sponsored posts are seen on Black feeds. This is the least you can do for us. We represent 15% of the population and we need to represent 15% of your shelf space.”
Further down in the post, she writes: “So for all of the ‘what can we do to help?’ questions out there, this is my personal answer. #15PercentPledge.”
Other companies have shown support via social media, where they are sharing ways in which to help the movement’s agenda. Others still are taking more significant steps toward change, creating manifestos and guidelines in order to rework the industry’s approach toward the Black community entirely.
Yesterday, Rihanna’s lingerie brand Savage x Fenty posted a plea on Instagram calling for people to #PullUp. “Now’s not the time to stay silent or stand by. Pull TF Up,” the caption says. It also outlines the brand’s plans to donate to The Bail Project, an organization that provides free bail for those who cannot afford to pay it, and @BLMGreaterNY, the New York-specific coalition of the Black Lives Matter movement.
Ahead, we’ve put together a list of all the fashion companies who have spoken up so far as a result of this weekend’s protests. Read their messages and support them in their efforts.
To help bring attention to the police killing of George Floyd, you can sign the Change.org petition here, or donate to local organizations like Black Vision Collective or Reclaim the Block via the Minnesota Freedom Fund here.
Aurora James, Brother Vellies
In her post, James says that the fashion industry might think the #15PercentPledge is asking a lot. “I will get texts that this is crazy. I will get phone calls that this is too direct, too big of an ask, too this, too that,” she writes. “But I don’t think it’s too anything, in fact I think it’s just a start. You want to be an ally? This is what I’m asking for.”
Below her post, James comments, “And yet again this is information and education brought to you free of charge. You’re welcome,” further reiterating the fact that it isn’t the Black community’s responsibility to educate white people.
Savage x Fenty
In addition to donating proceeds from the brand to both The Bail Project and the Black Lives Matter movement in greater NY, Rihanna and Savage x Fenty are also asking their fans and followers to #PullUp and do their part and speak up.
Nike
In a video posted to the brand’s Instagram on Saturday, Nike calls on its 113 million followers “to be a part of the change.” “For once, don’t do it,” the video reads, followed by a series of statements including, “don’t pretend there’s not a problem in America,” “don’t turn your back on racism,” and “don’t accept innocent lives being taken from us.”
Marc Jacobs
The designer took to Instagram this weekend, writing “A life cannot be replaced. Black Lives Matter” on a photo of his LA store’s sign which was crossed out and replaced with the names George Floyd and Sandra Bland. In another post, the designer wrote, “Property can be replaced, human lives CANNOT.”
Reebok
Yesterday, UK-based athleticwear brand Reebok took to Instagram to show its support for the Black Lives Matter movement, as well as to encourage people “to walk in someone else’s shoes, to stand in solidarity, and to find our common ground of humanity.” Also in the post, the brand recognizes that “without the Black community, Reebok would not exist. America would not exist.”
The Hundreds
Bobby Hundreds, the founder of LA-based streetwear brand The Hundreds, posted a message of support for the protesters after his store was broken into over the weekend. “When people ask why I’m not upset that my business is impacted or my neighborhood pillaged, I tell them that my disgust over injustices in this country eclipses any other temporary feeling,” Hundreds wrote on Instagram. “Don’t ever stop protesting (I never said “rioting” or “looting”). Dissent is a bona fide American act. Use your voice — people died for that right. Stand up for yourself and others. EVEN IF YOU BRING THE FIRE TO MY DOORSTEP, I WILL STAND IN IT WITH YOU.”
Lisa Says Gah
“We need more Black-owned brands in our assortment,” the San-Francisco-based etailer wrote in an Instagram post today. “We are setting aside $10K to purchase from Black-owned brands & designers this month for you to shop and support on LSG. We will make sure to update you as we add to the shop. Share favourites ⬇️❤️ We have also donated to @blackmamasmatter and @blklivesmatter #BlackLivesMatter.”
Prabal Gurung
“Stand up, resist with love, fight against injustice, support minority-owned businesses, protect those around you, educate yourself, invest in your activism, donate (swipe to see some incredible organizations in this post) — and remember that silence and inaction are the ultimate forms of complicity,” a post on the brand’s Instagram reads.
On an earlier post, the brand included a list of ways to take action: “Donate to important organizations: Text FLOYD to 55156 for George Floyd, Text ENOUGH to 55156 for Breonna Taylor, Text JUSTICE to 55156 for Ahmaud Arbery.”
Ganni
Copenhagen-based fashion brand Ganni posted on Instagram announcing a promise to donate USD $100,000 to the NAACP, Black Lives Matter, and the ACLU. “We know this is not enough — we must continue to listen, research, and educate ourselves about systematic injustice and state-sanctioned violence against Black people globally,” the post reads. It went on to steer customers away from shopping the brand for the time being, instead, asking them to donate to anti-racist organizations. The brand also encouraged Black creatives to message them directly, as the brand plans to commission work from the Black community to share on their social media platforms.
Aritzia
In order to stand in solidarity with the Black community and honour George Floyd, Vancouver-based brand Aritzia is donating USD $100,000 to the NAACP and Black Lives Matter. “In a moment where we can’t possibly find the words, we’re using our platform as a call to action — to speak up, to listen, to love our neighbours, to learn from our neighbours, to think critically, to come together and do what’s right,” the post says.
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