How it works

Clothes For Action is a clothing brand with creativity and the world at heart. We collaborate with artists for the right intent: to create meaningful social impact and give consumers a choice that matters.

Our founders

The project brings together Fluo Technologies and Big Creative Education around a shared ambition: to support charitable organisations while creating real opportunities for artists. Fluo, a certified B Corp and contributor to 1% for the Planet, is committed to extending its impact beyond traditional forms of giving. Clothes For Action is an expression of that belief — a scalable, transparent platform built to grow through community participation and collaboration.

Big Creative Education (BCE), founded in 2000, bridges the gap between talent and opportunity. As the largest creative college in London, it creates the right environment for young people — many from low-income and underrepresented backgrounds — supporting them from education and apprenticeships through to the workplace and beyond. Today, 70% of BCE students progress to higher education, with half being the first in their families to do so.

The model

Our artists are supported by a solid, conscious structure designed to give their work the reach it deserves. Their voices carry from social media, through our website, all the way to your hands.

To make this possible, we work with Teemill, a sustainable supplier whose print-on-demand model ensures items are made only when ordered. This means no overproduction, less waste, and every product is manufactured ethically using sustainable materials.

Our campaigns

Clothes For Action operates on a campaign basis, focusing on a limited number of charities at a time, selected by the campaign artists. Our first campaign, Safe Futures, focuses on organisations working with refugees, displaced people, and individuals experiencing homelessness. It supports Emergency and Centrepoint, two organisations delivering essential services in the UK and internationally. We believe you should know exactly where your money goes, which is why a full revenue breakdown is available to all. For every item sold, 15-30% of revenue is donated to charity.

What comes next

At its core, Clothes For Action connects creativity with responsibility. Built on collaboration among education, industry, and the charitable sector, the project is designed to continue evolving, whether through commissioned designs, ethical merchandise, or partnerships grounded in shared social values.

Your role

With Clothes for Action, you are more than a buyer. You are the agent of a greater good. Every piece you wear carries an artist's vision and a cause worth fighting for. Clothes For Action gives you a choice, or as we like to say, a voice in the matter. Because whatever concerns humanity concerns us all.

A collective effort

Clothes For Action is built through collaboration, and its impact depends on the people and organisations who contribute their time, expertise, and trust.

Our special thanks go to: