LONDON — All For Eve, an initiative whose goal is to raise money for research into gynecological cancers, was unveiled here on Monday.

This story first appeared in the December 3, 2009 issue of WWD. Subscribe Today.

Founded by George Hammer, chief executive officer of the Urban Retreat spa, salon and retail chain, the project includes beauty and fashion brands creating items that will be sold under the All For Eve umbrella starting in spring. For instance, a nail polish by Leighton Denny will carry the Leighton Denny and All For Eve brand names.

Manufacturers are being asked to sell the specifically developed products to the All For Eve brand at cost. Retailers selling the goods will be allocated a margin, while profits will go to the Eve Appeal, which funds research into gynecological cancers.

“It’s a nice, easy business model,” said Hammer, who added he was moved to found All For Eve after losing a relative to ovarian cancer. “Within the next year or so, we hope to have a whole range of iconic products.”

Hammer has already signed up Denny to create a nail polish; Roja Dove to blend a fragrance and Urban Retreat to concoct bath-and-body products for the All For Eve line.

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For fashion, the goal is to work with manufacturers on a selection of must-have pieces, such as a T-shirt, jeans, a handbag and pumps. Specially designed Rock & Republic jeans are in the cards, for instance.

“We want to create a capsule collection,” said Mark Aldridge, managing director of All For Eve, adding the brand has the potential to extend its reach beyond the U.K.

“There are tremendous opportunities,” Hammer said. “We’re creating a commercial environment so if the consumer embraces it, the retailers embrace it and the manufacturers embrace it, it can thrive. We’re looking to create a long-term sustainable brand.”

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