Fashion brands respond to ‘don’t care’ jacket

Last week, First Lady Melania Trump travelled to Texas to visit a shelter for children who were separated from their parents and guardians at the U.S. border; to make her unannounced trip, Glamour says she wore a ZARA jacket that read “I Really Don’t Dare, Do U?” on the back. Now, fashion brands the world over are responding with a message in reverse.

According to Glamour, Wildfang was first to take action, releasing a jacket that reads “I Really Care, Don’t U?” along with a “limited capsule collection titled “I REALLY CARE”, with 100 percent of proceeds going to RAICES Texas, which offers legal services and resources to immigrants.”

Emma McIlroy, CEO of Wildfang, told Glamour that they decided to create the collection not only because the moment “could not go unnoticed,” but also because it offered a chance to do some good in the world.

“Because we now make the majority of our products, we are able to turn things around like this, so when we’re passionate about something, we take control of the situation,” she said. “Our customers have gone bananas over this—the support is overwhelming, and we couldn’t be more proud to align with them in support of these families.”

Other brands also joined in, says Glamour, with PSA (Public Service Apparel), unveiling a similarly-worded graphic T-shirt that’s part of its Rapid Response/Limited Edition line; currently available for preorder, Glamour reports proceeds from the shirt’s sales will benefit immigrant youth network United We Dream.

Lingua Franca offered up their take on the do-gooder responsewear, creating a stitched sweater that says “We Care A Lot” that Glamour says will send $100 from each sale to the charity of the buyer’s choice.

Who says fashion can’t make a literal statement?

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