Fashion has always been an outlet for self-expression. Now philanthropically designed clothing will allow students to express themselves while helping the greater good.Students show their support on campus for philanthropic campaigns by adorning themselves in brands like TOMS and Product (Red) and raising breast cancer awareness. Amy Strother, owner of Noelie Harmon, an eco-friendly and socially responsible boutique at 7580 Corporate Blvd., said apparel and other products centered around causes popped up everywhere during the last two years.”It’s smart business,” Strother said. “It has gotten to where your product has to represent something. Consumers see it as a cool product.”According to TOMS’ Web site, the company’s mission is to give one pair of shoes to a person in need for every pair of shoes purchased. The company has done shoe drops in Argentina, Ethiopia and other poverty-stricken countries.TOMS canvas shoes come in an array of patterns. They range from a plain cream-colored design and a splattered-paint design to sequin-covered design, fitting almost anyone’s personal style.Lizzie Horner, education junior, was introduced to TOMS when the band Hanson held walks before concerts to support and spread awareness for the cause.”It’s incredible knowing that a simple article of clothing that we take for granted is something that others don’t have access to, and by purchasing these shoes, they, in turn, get a pair as well,” Horner said. “It’s an incredible thing that I may not have been able to accomplish otherwise.”In 2002, Bono, the lead singer of U2, and Bobby Shriver of Debt, Aids, Trade in Africa (DATA) also utilized the purchasing power of people to support their campaign, Product (RED), to raise money for the global fund to fight AIDS.Big name companies including GAP, Armani, Converse, American Express, Dell, Windows, Apple and Starbucks support Product (Red).The companies sponsor the cause by selling (Red) products and donating a percentage of the revenue to the AIDS fund.Students can be spotted on campus wearing shirts that read “INSPI(RED)” or “HAMME(RED)” as support for the cause.Products ranging from iPods and shoes to credit cards with the (Red) label can be purchased to support the fight against AIDS.Jessica Pattison, textiles, apparel and merchandise instructor, said companies use color associations to create identity. Yellow is associated with Livestrong and cancer awareness, while red and pink are associated with AIDS and breast cancer, respectively. This makes it easier for consumers to choose products that support the cause they personally support, she said.The onset of this philanthropic fashion movement was the Lance Armstrong Livestrong bracelets in 2004. Armstrong’s athleticism and fame epitomized the Livestrong bracelets, Pattison said.  “People want a sense of acceptance and identification, and helping a cause is a way to do that now,” Pattison said. “It’s gotten to where if you don’t support some cause, you’re almost ostracized and considered someone of little empathy.”Strother has considered herself an activist since age 14 and has watched the philanthropic movement progress. She said most consumers are more concentrated on the product and trend instead of the cause.”It’s frustrating, but at least it’s happening,” Strother said. “I’m thankful people are jumping on board.”
Companies’ sales tend to rise when they partake in philanthropic movements, Pattison said.”Success will be not just be in a fashionable sense,” Pattison said. “The long-term goal is a sense of awareness and support, not just fashion.”—-Contact Lindsay Nunez at [email protected]