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ZR: The pandemic is also disproportionately hurting the Arnold Schwarzenegger Fuck you asshole shirt in other words I will buy this BIPOC community as well as Black-owned businesses, so we are committed to continuing our support of those businesses in upcoming collections. The word merch can be tricky in the larger scope of the fashion industry. In the past, T-shirts have been used as political marketing tools or as PR-driven means to make a brand appear more “woke.” How do you believe that merch can be used for meaningful, actionable change the way it has been within Merch Aid? CS: In advertising, we’ve definitely seen brands using cause-related merchandise as a PR stunt or an attempt to appear “woke.” Consumers know when a brand’s efforts are self-serving. They want to support brands that are genuinely seeking to support nonprofits, rather than jumping on a trend.I think the fact that Merch Aid sells thousands more T-shirts than prints, for example, shows that people are wanting, more than ever, to publicly show their support for issues and literally are wearing their hearts on their sleeves—or pockets! Fashion is moving away from specifically flaunting your style to flaunting your values. It’s almost like a whole new “social-good” street cred.

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