There were many ideas for what the first installment of RICH—MINORITY apparel and accessories would be, along with design and marketing concepts we had been very excited to present. But in our current social climate, it felt almost blasphemous to stick to those ideas -- launching a black-owned brand catered to individuality, outcasts, and the "unsung," without doing something to benefit our community directly during these challenging times.
Unfortunately, none of what we are seeing is new. It is only being highlighted, serving as a reminder to us all how unjust this world can be. Many of us may not experience racism daily, causing us to somewhat disregard the issue or have an "it is what it is" type attitude -- but this is not something we should have to endure at all. Any of us. This is a fight that must continue until the thought of hating or judging someone for nothing other than their hue is completely erased.
The ERACISM movement will not be a one-time effort, but something we will continue to support and encourage periodically in the midst of our collections. 50% of the proceeds will be donated to minority-owned art programs, education reform, small local businesses, & more. The other 50% will be used STRICTLY for production and marketing of ERACISM products only -- in order to continue donations and support.