Fashion brands rally to donate to Australian bushfire relief

Fashion labels are rallying round to support Australia, in light of the country's ongoing bushfire crisis.

PVH Corp, the parent brand of companies including Calvin Klein and Tommy Hilfiger, has pledged an AUD $100,000 donation to the Australian Red Cross Disaster and Recovery Fund, aimed at specifically supporting rescue and relief efforts, long-term recovery and rebuilding. Shoppers at Calvin Klein, Hilfiger and Van Heusen stores across Australia can also contribute to the fund, without having to make a purchase.


"We are devastated by the tragic bushfires impacting the people, communities and wildlife in our beautiful country," said Michael Gazal, Chairman, PVH Australia, in a statement.

"Our thoughts are with everyone affected by this disaster. We thank the brave firefighters, volunteers and emergency personnel for committing their time and resources to the recovery efforts."

Sports and lifestyle giant Boardriders Inc. -- which designs, produces and distributes products for iconic labels such as Billabong, Roxy and Quiksilver -- has announced a multi-prong relief effort which will see multiple brands, including the aforementioned ones, donate 100% of their online Australian profits during the weekend of January 11-12 to bushfire relief efforts.

Boardriders employees in the country are also being allocated two paid days off per month to volunteer with affected communities, for as long as the crisis lasts.

Australian luxury fashion label Zimmermann also donated 20% of its in-store and online sales proceeds globally to the Red Cross on January 5, to support the organization's bushfire relief efforts.

"Our thoughts go out to all those affected by the bushfires that have devastated so much of Australia," the brand wrote via Instagram.

The cult yoga label Lululemon has donated AUD $50,000 to the Red Cross Disaster Relief and Recovery fund, while Aqueo Import and Distribution, the official importer and distributor of the flip-flop brand Havaianas in Australia, has pledged to a three-day donation period of all its online sales from January 8-10.

The donations will be directed to the Australian Red Cross, Salvation Army Australia and WWF Australia, depending on the day. On January 9, the swimwear brand Seafolly Australia will also donate 100% of its retail and online profits to the Australian Red Cross.