Giving Tuesday, the charitable shopping day that follows Black Friday and Cyber Monday, has evolved into an influential initiative for luxury and apparel brands. Originating in 2012 from New York’s 92Y, a cultural and community center on the Upper East Side, Giving Tuesday has expanded its reach beyond charities to now include brands aiming to make a positive impact. In 2022, several U.S.-based brands have joined the Giving Tuesday movement, each with their own distinct initiatives.
One such brand is Olivela, led by CEO Stacey Boyd. Olivela is a platform that donates 20 percent of all proceeds to charity partners. By collaborating with various charities, Olivela seeks to promote gender equality, climate action, and health and wellness for women and youth. This year, Olivela is concentrating on women’s empowerment and has teamed up with renowned designers like Jimmy Choo, Simone Rocha, and Roksanda. Together, they will donate 20 percent of net proceeds to the Obama Foundation’s Girls Opportunity Alliance and Equality Now. These initiatives aim to empower girls through education and advocate for the protection of human rights for females.
Teva, the popular hiking sandal brand, is also participating in Giving Tuesday by donating $30,000 to three organizations dedicated to protecting wild spaces. Customers shopping on Teva.com have the opportunity to vote for their preferred nonprofit at the checkout stage, and the $30,000 donation will be divided among the National Wildlife Federation, American Rivers, and The Conservation Fund. These organizations work to ensure that wildlife thrives in an ever-changing world, protect and restore U.S. rivers, and conserve priority natural lands.
Koolaburra by Ugg, a lifestyle footwear brand, has partnered with Soles4Souls on a philanthropic product give-back program. Through this collaboration, Koolaburra by Ugg supports Soles4Souls’ 4EveryKid program, which provides new athletic shoes to children in need. For every pair of women’s Koola Short shoes sold on Koolaburra.com, Koolaburra by Ugg will donate $10, up to a maximum guaranteed donation of $40,000. This initiative aligns with sister brand Ugg’s partnerships with PFLAG and the Sad Girls Club, both of which aim to support the LGBTQ+ community and destigmatize mental wellness for women, girls, and femmes of color.
The Arrivals, an alternative puffer outerwear brand, is taking part in Giving Tuesday by donating a portion of every purchase made to NativeEnergy. NativeEnergy is an organization that helps companies and individuals reduce carbon emissions and minimize their carbon footprint.
Greenwich St. Jewelers, a family-owned jewelry store in downtown New York, is demonstrating their commitment to Giving Tuesday by donating 100 percent of the proceeds from selling the Diamonds Do Good bracelet. This bracelet, which is priced at $129, is a collaboration between the global nonprofit organization Diamonds Do Good and Flaviana Matata’s foundation in Tanzania. The foundation empowers young girls in the community and aims to make a positive difference.
Brent Neale, a jewelry brand, is also making a contribution through their gold shark tooth necklace. 20 percent of the sales from this necklace will be donated to The World Wildlife Foundation, an organization dedicated to protecting vulnerable places, species, and communities worldwide.
Southern California-based jewelry brand Azlee Jewelry is participating in Giving Tuesday by donating a percentage of their proceeds to Heal The Bay. Heal The Bay focuses on safeguarding the coastal waters of Southern California, making it a relevant cause for the brand.
New York-based designer Ulla Johnson is joining the Giving Tuesday movement by matching donations made at checkout to Providence House. Providence House is a nonprofit organization in Brooklyn that provides shelter and advocacy for women and mothers who are at risk of harm. Additionally, Ulla Johnson has created a limited-edition cloth mother and child elephant, made from fabric scraps from previous collections. The Ellie & Bebe dolls were crafted by a collective of female Afghan refugees based in New Delhi and will be available for sale on December 5.
These initiatives by luxury and apparel brands clearly highlight their commitment to making a positive impact on society and the environment. Giving Tuesday provides an opportunity for consumers to support these brands and contribute to meaningful causes while shopping.
Useful Links:
– [Olivela](https://www.olivela.com/)
– [Teva](https://www.teva.com/)
– [Koolaburra by Ugg](https://www.koolaburra.com/)
– [The Arrivals](https://thearrivals.com/)
– [Greenwich St. Jewelers](https://www.greenwichjewelers.com/)
– [Brent Neale](https://brentneale.com/)
– [Azlee Jewelry](https://www.azleejewelry.com/)
– [Ulla Johnson](https://ullajohnson.com/)
– [NativeEnergy](https://www.nativeenergy.com/)
– [Heal The Bay](https://healthebay.org/)
– [Providence House](https://www.providencehouse.org/)
