Times like these can be difficult to navigate from a business perspective. As the fashion industry reels from an already tumultuous time in light of the pandemic (which we’re still in), the unification for the demand of recognition of the fact that Black Lives Matter through systemic change, has shaken the room. While many, if not all, brands and businesses have released statements in support of the movement, several are using their craft to actually do the work and raise money or actively support.
On Thursday, Jerry Lorenzo announced he was doing just that. The renowned LA-based designer tapped other respected brands, including Angelo Baque’s brand, Awake NY, to put their imprints on the back of the tee.
Many voiced their thoughts on the drop, including commenters who mocked the price of $100 as being “two virgils,” in reference to the $50 donation the Off-White designer shared with followers earlier this week.
“All money raised [is] going [to] the Gianna Floyd Fund,” Lorenzo wrote in a lengthy caption in which he speaks about his connection to Floyd as a black man, son and father. “George, you ‘changed the world’ and your life is an example your daughter will forever look up to and be changed by.”
The shirt was made in collaboration with designers of all backgrounds, from Haitian-American to Ecuadorian and more. The full roster includes Awake NY, Off-White, Union Los Angeles, Noah, Just Don, Denim Tears, Pyer Moss, and ME by Melody Ehsani.
“We also encourage you to support the fund independently of our release,” Lorenzo wrote.
Although the shirt may very well sell out quickly given that it was a limited drop, it helped call attention to one way, of many, in which everyone can support (brand names-embellished tee or not): The Gianna Floyd Fund has raised almost $1.7 million and counting.
“Our hearts are overwhelmed with gratitude and we ask that you think of Gianna and the rest of our family as we suffer through this great loss,” Roxie Washington, Gianna Floyd’s mother, said in the fund’s description.