Everlane Is Encouraging Customers to Take a Stand Against the Separation of Families at the Border

Company is also upping its donation to the ACLU

Everlane created four posters for people to print out and carry at rallies. Everlane
Headshot of Ann-Marie Alcántara

“For families. For unity. For our basic human rights.”

That’s how Everlane opens its email asking people to march in this weekend’s Families Belong Together rallies protesting the separation of families at the border.

The clothing company sent out an email to consumers on June 27 asking them to join Everlane at its locations in New York and San Francisco before the rallies to make signs and drink coffee. If customers aren’t in either area, the email also includes a link to find a march in their city or state. It’s a bold move from the company in taking a stand on the issue.

“We knew we had to do something, and we’re incredibly lucky to have a platform and that means to make an impact,” said Alexandra Spunt, head of creative at Everlane in an email statement. “So, a very passionate group of folks at the company got together to brainstorm all the ways we could take action. Marching with our community, as well as sharing tools and resources with them, felt like a no-brainer.”

The email also suggests other ways for people to help, including donating professional services and supporting the ACLU by purchasing one of the company’s 100 percent human tees or sweatshirts. Usually, Everlane donates $5 to the ACLU for every T-shirt or sweatshirt sold, but it’s increasing that amount to $10 for the next two weeks. Aside from selling clothing to support the ACLU, Everlane is also donating $25,000 to the organization.

“We’re also just so proud to be in a long-term partnership with the ACLU through our 100 percent human initiative,” Spunt said. “Their work around this issue, and so many others that we care deeply about, has been tireless.”

On Twitter, the company also put out a larger statement explaining its stand on the issue:

“Human rights are at the core of our mission—and we’re in a humanitarian crisis.

[June 26] was a big day, to say the least. The Supreme Court upheld a ban preventing travelers from five Muslim-majority countries to enter the United States. A few hours later, a San Diego federal judge ruled that separated children be reunited with families within 30 days.

2,000 children still remain separated from their parents. And the travel has left the country, and the world, in shock.

Throughout all of the chaos, the ACLU has fought tirelessly to protect our basic human rights. They’ve been a longtime partner of ours through our 100% human initiative, but today, we’re donating an additional $25,000 towards their continued efforts.

And this Saturday—we march. Meet us at our stores in SF and NYC before the Families Belong Together march to energize pre-rally, or find your nearest march at MoveOn.org.”

For anyone who can’t buy supplies or make the poster-making session at an Everlane store, the company created four different posters that are ready to print and use.

Everlane’s use of its platform for a cause is yet another example of brands growing increasingly vocal in their opposition to the Trump administration’s policies. Another such example was Patagonia suing the White House in December 2017 over the president’s reduction of two national monuments.

@itstheannmarie annmarie.alcantara@adweek.com Ann-Marie Alcántara is a tech reporter for Adweek, focusing on direct-to-consumer brands and ecommerce.