American sportswear designer, Perry Ellis, is making some seriously eco-friendly waves as the label launches its newest initiative, Project Beach.
By capitalizing on strong brand recognition and utilizing it in such a way to spark action, Perry Ellis hopes to restore the Gulf.
In a recent press release Project Beach has been described as something which, “aims to raise awareness and funds for the recovery from the largest oil spill in American history by tapping into Perry Ellis’ advertising, social media networks and an upcoming fashion show. The brand has partnered with National Wildlife Federation (NWF) for the effort, which will support the organization’s crucial Gulf Coast oil spill programs”.
Perry Ellis; Spring 2010
The brand is developing a number of programs for Project Beach, which reports predict could generate up to $25,000 for NWF.
By intertwining the runway and the consumer, Perry Ellis has launched a campaign that relies on both fashion as well as the laptops and mobile devices of consumers nation-wide; taking social media fundraising tactics to the next level.
Project Beach officially launched earlier today with a Facebook fundraiser, allowing users to directly donate to NWF’s Gulf Oil Spill Restoration Fund by “liking” Perry Ellis. For each of the first 10,000 new “likes,” Perry Ellis will donate $1 to NWF’s Gulf Oil Spill Restoration Fund.
The release explains further events such as, Perry Ellis’ September 13th fashion show at New York’s Lincoln Center where NWF’s Gulf Coast restoration work will be recognized.
Perry Ellis; Fragrance Ad
“In addition, Project Beach will become a significant component of the brand’s upcoming events and advertising campaigns, with Perry Ellis heading to the Gulf Coast in coming months to shoot its Spring 2011 campaign—a first for the company”.
To access the full release and read quotes from the Perry Ellis camp and the National Wildlife Federation visit PR Newswire.
You can also view the latest on Project Beach by logging on to Perry Ellis’s Facebook page.
Kelly Collopy 