This past week, PROJECT Tradeshow and HauteLook, the leading private sale site, collaborated on a first-of-its-kind event – Denim Unites for Peace. Setting a new standard of sustainable partnership in the fashion industry, the event was a charitable fundraising sale with 100% of the proceeds going to support Falling Whistles, a campaign for peace in Congo.
Together with SL Apparel Solutions, PROJECT solicited product donations from the industry’s première denim brands, including Joe’s Jeans, Citizens of Humanity, AG, 7 for all Mankind, Acne, Nudie, J Brand, Current/Elliott, Kasil, Siwy and True Religion. In two days, the event raised over $125,000 for the Falling Whistles mission, achieved an 80% sell-through, garnered 200,000 event views and 2,500,000 media impressions for brand partners and Falling Whistles in outlets such as WWD, Stylecaster.com and other top denim blogs.
This show of support and unity from one of the most influential sectors in the fashion industry demonstrated how we as a community really do care, and that we can work together as one for a common cause. Stated clearly by Andrew Pollard, PROJECT President, “Falling Whistles’ aesthetic, creativity, and enthusiasm is challenging our entire industry to grow and think about the business of fashion in a different way.” Having featured Falling Whistles in the last two PROJECT shows, Pollard continues, “PROJECT has always been about bringing the fashion community together, and Denim Unites for Peace will create a new and effective model for unity and partnership in our industry.”
Falling Whistles works to elevate Congolese leaders who rehabilitate women and children inside our world’s deadliest war. The whistle is a symbol of protest. For more information or to support Falling Whistles, visit www.fallingwhistles.com
