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Theodora & Callum Teams With New York Aquarium

The brand will donate half of the proceeds from the limited-edition scarf to help rebuild the aquarium, which was damaged from Hurricane Sandy.

FEEDING THE FISH: In an effort to help rebuild the New York Aquarium, which was badly damaged from Hurricane Sandy, Theodora & Callum has designed a limited-edition scarf, which retails for $150. The aquarium has partially reopened after seven months, and in order to see that the entire building is completely refurbished, the accessories brand will donate half of the proceeds from every scarf sold to the aquarium’s relief effort.

Desiree Gruber, the brand’s cofounder and chief executive officer, said that the project is close to her heart, as she takes her son, Callum, to visit the aquarium every spring and summer. The scarf, which has an aquatic print, is inspired by Callum’s favorite zebra fish, which is found in the aquarium’s conservation hall.

This story first appeared in the August 14, 2013 issue of WWD.  Subscribe Today.

The scarf is available at, as well as at the brand’s East Hampton store and at Henri Bendel.

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    […] 5. Theodora & Callum is designing a $150 limited-edition scarf, of which half of the proceeds will go towards helping rebuild the New  York Aquarium following damage from Hurricane Sandy. [WWD] […]

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