RETAILER LINKS WITH ME TO WE
Call it Spring stocking Maasai Mamas handicrafts to help women and kids in Kenya
ME to WE, the Toronto-based non-governmental organization, has changed the way many people — the younger set, especially — think about giving back.
Created by Craig and Marc Kielburger, the outfit provides essential support for education, access to water and more in international communities located in Asia, Africa and Latin America.
Now, getting involved with the ME to We mission is as easy as stopping by your local Call It Spring shoe store (or checking in online), thanks to a cool new collaboration.
David Bensadoun, the chief executive officer of ALDO Group, chatted with Postmedia News about partnering with ME to We, how the three-piece #WEcallitchange collection came about (and how it gives back!) — and which design is his personal favourite.
Q: How did this partnership come about?
A: My wife Isabelle and I had the pleasure of meeting Craig Kielburger through a friend four years ago and we were just amazed by his personal story and what his organization has accomplished. ME to WE has done a great job of making change accessible to anyone who wants to make a difference. At Call It Spring, what’s most important to our customer is connecting with those who want to make a difference. From that, we knew that it was critical for Call It Spring to do something meaningful and there was no question that ME to WE was the right fit. We wanted to be part of their mission to empower others. For Call It Spring, that meant empowering our customers to purchase with purpose. This program is an accessible way for our customers to create meaningful change that yields meaningful results.
Q: What makes ME to WE a good fit for Call It Spring?
A: If you speak to anyone from the WE Organization, the one word you will always hear them say is together — Together we will change the world, together we can make an impact. At The Aldo Group, we’ve been working hard to build our company in a way we can be proud of and we’re doing it together with our partners. Thinking specifically of the Call It Spring brand, the partnership is such a great fit because Call It Spring and ME to WE not only share the same values, but they also share the belief that the younger generation is going to be the one to create change in the world. We are both set on connecting with the younger demographic (Gen Z) in a meaningful way. We’re really proud to be involved with WE.
Q: What is the collaboration collection all about?
A: At its core, the collection is about creating meaningful change in Kenya and empowering our customers at Call It Spring to create that change. Whether it’s providing clean water to a person in a WE supported village, or giving school supplies to a student from a WE school, this program is about making change accessible to anyone who wants to create an impact. We want to give our customers the option to purchase with purpose, giving them the power to multiply the support for ME to WE. The collection is also about empowering women in communities in Kenya, giving them the tools necessary to achieve financial independence. The collection is handmade by Maasai Mamas from Narok County, which is in Southwestern Kenya. This project makes use of traditional skills and techniques passed down to the Mamas through generations. In a society where women aren’t traditionally the breadwinners, collections like ours, powered by the WE Artisans Program, shift the dynamic, providing women with an opportunity where they can earn money, gain financial independence and provide for their families.
Q: How were the designs chosen?
A: First, we looked to the Mamas to guide the conversation. Since the collection is handcrafted by them, they were our first point of reference, from the type of bead used to the suggested designs of each piece. We then worked with the Call It Spring product design team, in addition to Bailee Madison and Jordan Fisher, our program ambassadors, to co-create pieces that were symbolic of the pillar they each represent. For example, if you look at the water bracelet, which provides clean water for one person, you’ll see a blue bead detail in the middle which represents water.
Q: Do you have a favourite item in the collaboration? If so, which one and why?
A: I really love everything from the collection but if I had to choose, I would say the Opportunity Necklace. By purchasing the necklace, you contribute to the Opportunity pillar. This pillar provides financial literacy training to women in local communities in Kenya. I had the chance to travel with my wife and kids last summer in Kenya to see first-hand the change that was happening in the WE villages in Kenya. It was extremely powerful to witness how the women have been able to achieve greater control over their household income by gaining the tools to learn about revenue generating opportunities, like selling their handcrafted jewelry. By contributing to the household income, a woman can have a voice in how money is spent — that means that dollars that trickle down to her children are spent sending them to school, providing them with access to healthcare and ensuring they don’t have to go to work at a young age to help support their family. I’m a father to two young daughters and I speak to them daily about the power they have and how their voices should always be heard. The girls in Kenya should have the same opportunity to be leaders in their community and for that reason, I’m specifically passionate about this particular area of impact.
Q: What is the price range for the pieces?
A: There are three pieces that make up the #WEcallitchange collection: the Education Bracelet, $10, which equals school supplies for one child for one year; the Water Bracelet, $10 equals clean water for one person; and the Opportunity Necklace, $12 equals business training development for one woman.
Q: Lastly, what’s next? Can we expect to see more partnerships of this kind in the future?
A: We have a few projects in the works. However, our main priority through our partnerships with WE is to ensure that all of the Call It Spring products affiliated with the partnership respect and support the local communities and also empower our customers to create meaningful social change through their purchases.
To learn more about the #WEcallitchange collection, visit metowe.callitspring.com.