In times of turmoil, fashion can seem frivolous. But on closer introspection, there is a whole ecosystem that survives and thrives on it. If shopping is your therapy or you are simply filling a requirement, we jot down a few do-good homegrown brands that are donating their profits to COVID-19 relief.
The second wave of COVID-19 in India is filled with the feeling of gloom and doom. The only speck of positivity in this space is the power of the people. Whether it’s the frontline workers, the caregivers or the social media influencers collecting resources – there has been a mass movement of people stepping up to help those in need. In times of need, homegrown brands are reaching out to do their bit and help the cause. With brands dedicating their profits to organisations that are providing relief to those affected by the COVID-19 crisis, it’s not simply a necklace, a dress or a face mask you’re purchasing. Amongst the first movers in the space were brands like Jodi, Olio and Juicy Chemistry, who collected and contributed to the cause.
If you’re looking for statement jewellery, then Studio Metallurgy gold-plated pieces are a worthy investment and contribution. The brand is donating 100% of the sale proceeds of their curated top 10 bestsellers for COVID-19 relief.
Feel free to use the evil eye collection from AA Living as a talisman to ward off the problems troubling the country. If you do, 100% of the proceeds will get donated to Covid-19 relief charities in India, through the entire month of May.
Showing gratitude for the invisible warriors who are helping us battle the pandemic, Megha Bansal label is donating 100% of the proceeds to Hemkunt Foundation, Mission Oxygen, Khaana Chahiye and Make Luv Not Scars. Pick from the COVID-19 relief section on their website, also they promise to share all the necessary information regarding the transfer of your funds.
Kanpur as a city has been badly affected by the pandemic, and one of their top multi-designer stores, Amiraah India is hosting a COVID-19 Relief initiative – KARIGARI with Sanatkada, an arts and crafts organization that supports local artisans. A virtual shopping festival on the Amiraah website is on till May 26 to promote the local artisans. All proceeds (100%) from the sales will go to the associated artisans, a community that has lost many jobs in the pandemic.
One of our favourite minimalistic Indian wear label AMPM by Ankur and Priyanka Modi has partnered with Give India to raise the critical funds for vaccination. They have pledged to give 30% of the sales till June 15.
All proceeds from Goa’s multi-designer store, Verandah’s limited edition jacket series is going towards direct assistance to clear hospital bills of the needy via #coviddonors and to feed daily wage labourers in Delhi via bhu kombucha.
At No Nasties, 25% of all sales made in May are being donated to Give India to build emergency covid treatment centres across the country.
Genes Lecoanet Hemant
Inspired by the endeavour of organisations like the Hemkunt foundation in times of crisis, the brand has pledged to donate 20% of all sales for the month of May to them.
Pria Kataria Puri
The designer known for her glamorous kaftans is offering 20% of all sale collections to support COVID-19 warriors in India all through May and June.
Various designers from Kolkatta
As a part of a Covid1-19 Relief Initiative by the Kolkata Fashion Fraternity, many designers like Bobo Calcutta, Dev R Nil, Nupur Kanoi, Shantanu Goenka amongst others are Proceeds will be given directly to organisations working at the ground level providing Covid-19 relief. They are also offering 20% off on all garment orders till the end of the month.
Hero image courtesy Jodi and featured image courtesy Olio Stories