British women’s fashion and lifestyle brand Hush has partnered with the Crisis charity on a campaign which will see it donate 20% of all online sales in 24 hours – between 0:01 to 23:59 – on Black Friday, to the new “Connect for Crisis” initiative for the homeless.
The company says the donation will go directly to supporting Crisis this Christmas, alongside the charity’s services throughout the year on housing, health and wellbeing, work, learning and digital inclusion. Crisis supports the UK’s homeless community with “the tools and knowledge needed to rent successfully and find somewhere safe to live.”
Hush has been a long-term partner of Crisis’ ongoing goal to end UK homelessness, and ensure that the UK government provides more low-cost housing to the vulnerable people that need it most.
After four years of supporting the charity’s efforts, this year Hush has decided not to take part in the Black Friday activity, instead using this opportunity to focus on a more meaningful project to help Crisis further.
Hush Founder and Creative Director, Mandy Watkins, said: “We’ve never been fans of Black Friday and we were always planning to sit it out this year.
“However, with all that’s happened in recent months, it seemed increasingly fitting that instead offering any Black Friday discounts, we use the opportunity to raise money for our friends at our long-term charity partner, Crisis, to help with their ongoing campaign to end homelessness for good.”
Crisis works directly with thousands of homeless people every year, providing vital help, support, advice and courses in 12 areas across England, Wales and Scotland, while campaigning for the changes needed to end homelessness.
Director of Fundraising at Crisis, Richard Lee, commented: “We’re incredibly grateful to Hush for their ongoing support and helping us to end homelessness in Great Britain.
“Their generous donations throughout this year have helped fund our frontline services, which are adapting to meet the urgent needs of people leaving temporary accommodation, and those people made newly homeless as a result of coronavirus.”
At the end of October, 2020, TheIndustry.fashion reported that Hush hit a record £1m sales in one day, just a month after it developed a new mobile-first ecommerce platform with Astound Commerce UK.