Week­day in al­liance with ‘Non-Vi­o­lence Project' to pro­mote peace

Apparel Online - - Sustainability -

Swe­den-based ap­parel re­tailer Week­day has launched a cam­paign in col­lab­o­ra­tion with Non-Vi­o­lence Project, an NGO that works to pro­mote peace and clear con­flicts with­out vi­o­lence. The ap­parel la­bel will launch a new col­lec­tion in line with this cam­paign. No­tably, the brand has also cre­ated a Peace Force, com­pris­ing nine peo­ple who in some way or an­other, have been af­fected by vi­o­lence (ei­ther ver­bal, do­mes­tic abuse, on­lineb­ul­ly­ing, or gang vi­o­lence).

Na­dine Schmidt, Mar­ket­ing Head, Week­day said, “Vi­o­lence is a huge is­sue at the in­ter­na­tional level and it is in­creas­ing ev­ery­where be­cause peo­ple are afraid to speak against an is­sue that not only af­fects them but peo­ple around them as well.”

Mark­ing out the ma­jor ob­jec­tive be­hind the col­lab­o­ra­tion, the brand elu­ci­dated that the project will work to en­cour­age peo­ple to search for peace in their daily lives, along with the op­por­tu­nity to be­come au­tho­rised train­ers to schools, sports teams and com­mu­nity cen­tres. Be­sides the col­lab­o­ra­tion, the brand has also launched a col­lec­tion, in­spired by the Non-Vi­o­lence Project and their work, on­line and in stores from Oc­to­ber 11. NVP’s ‘knot­ted gun’ logo, which was de­signed by Swedish artist Carl Fredrik Reuter­swärd, will be promi­nently fea­tured across the whole range. On the other hand, the colour pal­ette of green, or­ange and black draws in­spi­ra­tion from Euro­pean emer­gency ve­hi­cles.

“This part­ner­ship feels very per­sonal and close to our hearts, as vi­o­lence in some form has af­fected the com­mu­ni­ties we live in, our friends and our fam­i­lies.” – Na­dine Schmidt, Mar­ket­ing Head, Week­day

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