How it works
Clothes For Action is built around a simple idea: creativity can support meaningful change when it is connected to the right people, processes, and values. Behind the products in the store sits a carefully designed model that brings together education, ethical production, and charitable giving.
Starting with emerging artists
The project begins with students from Big Creative Education, who are studying art and design as part of their courses. These students are developing their creative skills but often lack visibility, professional experience, and opportunities to share their work beyond the classroom.
Through Clothes For Action, students contribute original artwork to a specific campaign. Each artist donates a design and chooses a charity connected to that campaign. This creates a clear and intentional link between the creative work and the cause it supports.
The artists remain central to the process, not as a marketing tool, but as contributors whose work helps generate both awareness and funding for important organisations.
Turning artwork into responsible products
Once a design is selected, it is made available through the Clothes For Action online store. The platform is managed by Fluo Technologies, in collaboration with digital skills students from BCE, creating a genuinely cross-disciplinary project.
All products are manufactured and fulfilled by Rapanui via their Teemill platform. This means items are printed on demand, only when an order is placed. The print-on-demand model avoids overproduction, reduces waste, and ensures that products are made using ethical labour practices and sustainable materials.
By working with Rapanui, Clothes For Action aligns its production process with the same environmental and ethical standards that guide the project as a whole.
How donations are made
For every item sold, between 10% and 20% of the revenue is donated to charity. The donation percentage is defined per product and campaign, so supporters can clearly understand how their purchase contributes.
Donations are made regularly rather than sporadically, allowing charities to receive ongoing support. Transparency is a core principle of the platform: all donations are reported publicly on the website, showing how much has been raised and which organisations have been supported.
This approach ensures accountability to supporters, artists, and charities alike.
Supporting organisations doing vital work
The first Clothes For Action campaign, Safe Futures, focuses on organisations working with refugees, displaced people, and individuals experiencing homelessness. It supports Emergency, War Child, Refugee Council, and Centrepoint, organisations delivering essential services in the UK and internationally.
The platform is designed to highlight and support this work without sensationalism or simplification. Clothes For Action exists to contribute funding and visibility, while respecting the expertise and leadership of the organisations themselves.
A platform designed to grow
While the online store is a key part of the project, Clothes For Action is intended to evolve. The platform is designed to support future collaborations with organisations, events, and communities, such as commissioned artwork, ethical merchandise for festivals, or partnerships aligned with shared social values.
By bringing together education, industry, and charitable giving, Clothes For Action aims to create a model that is sustainable, transparent, and adaptable over time. It connects emerging creativity with responsible production and charitable impact. Every design, every product, and every donation is part of a system built to support important work in a considered and accountable way.
It is not just about clothing. It is about using creativity thoughtfully and ensuring that action follows intention.