NEW YORK — Nordstrom has a charitable strategy to draw shoppers to its stores next month and raise social consciousness.
Starting Sept. 11, Nordstrom will sell exclusive $40 T-shirts emblazoned with the word ONE and a circle of tiny people, representing how individuals can help fight poverty and AIDS in Africa. The logo belongs to the grass-roots effort ONE: The Campaign to Make Poverty History, and the T-shirts are made by Edun, the socially conscious clothing brand created by Ali Hewson, Bono and designer Rogan Gregory.
Bono helped organize ONE, a coalition of two million people and more than 70 nonprofit organizations. The goal is to make it a global effort.
“This shirt will be a beginning for some people, a start to doing even more to beat AIDS and poverty,” actress Kate Bosworth, who is involved in the effort, said in a statement. “This is something people can do, today, to help make poverty history.”
Other Hollywood and music figures involved include Naomi Watts, Lindsay Lohan, Rosario Dawson, Djimon Hounsou, Q-Tip, Gary Oldman, Gabriel Byrne, Peter Sarsgaard, Jimmy Fallon, Damon Dash and Rachel Roy. They appear in photos wearing the T-shirt, in a campaign shot by Helena Christensen and visible on edun.ie and ONE.org. There will be a guerrilla marketing campaign to spread ONE posters around New York City.
By buying the T-shirts, made in Lesotho with 100 percent African cotton, consumers help bring trade to an area with severe unemployment. Edun will donate $10 from every T-shirt sold to the Apparel Lesotho Alliance to Fight AIDS, which provides medical help to factory workers and their families in Lesotho.
Nordstrom has the U.S. exclusive on the T-shirt, which can also be bought at Harvey Nichols in the U.K., Printemps in France and Isetan in Japan. Nordstrom will feature the T-shirt through in-store displays, in windows and on a page in its September catalogues. The chain will also be featuring the names of customers who buy the shirts in the windows of eight stores for the duration of the campaign, in Seattle; Chicago; South Coast Plaza, Topanga, and The Grove in Los Angeles; Fashion Valley in San Diego; San Francisco, and Garden State Plaza, N.J. The event concludes Sept. 24.
This story first appeared in the August 11, 2006 issue of WWD. Subscribe Today.