On August 12, #WorldElephantDay had a global and social impact with approximately 60,718 Instagram posts, over approximately 118,000 Twitter posts, and over 20,000 supporters on Facebook. In addition, 15,161 have signed the petition on worldelephantday.org to protect elephants, wildlife, and their habitat. Staying relevant on a timely and fashionable manner, Holt Renfrew’s H Project shop has teamed up with BRIKA, a retail concept that highlights the best of modern craft, to curate a charitable elephant-themed pop-up shop for the month of August in support of “Save the Elephants.” Inspired by Holt Renfrew’s recent travels to Kenya and Rwanda for the Spring/Summer 2015 “Uncrate Africa” shop, a curated assortment of luxury elephant-designs and products support culture, craft and artisans from designers such as: Tanya Taylor, Me To We, Chantecaille, BRIKA, and more.
“The journey to Africa was a great opportunity to meet extraordinary artisans across a creative and cultural mosaic, and to celebrate many dignified talents and beautiful handicrafts,” says designer Stella Jean. “Uncrate Africa is a cultural crossover, demonstrating how boundaries are just a state of mind.”
Holt Renfrew’s H Project presents their latest “Uncrate Africa” shop filled with extraordinary products with extraordinary stories. Their discovery through their travels in Africa brings unique products and unparalleled partnerships, all in support of humanity and habitat throughout the continent. For instance, an assortment of apparel, accessories, home décor and beauty products, including products made from socially conscious materials are all for a charitable cause.
“These products equal opportunity, education, empowerment, creativity and entrepreneurship,” said Alexandra Weston, Holt Renfrew’s Director of Brand Strategy. “The H Project shops present products which may be extraordinary in a number of ways. Perhaps it is the artisanal method with which they are made, the unique materials used, or the way they might celebrate a culture.”
Alexandra Weston and her team recently journeyed through Africa for ‘uncrate a culture,’ sourcing a rich showcase of exclusive merchandise from across the region for H Project, in partnership with a variety of powerhouse designers. For Spring/Summer 2015, H Project transformed into “Uncrate Africa” boutiques; bringing to life the region’s culture, craft and artisans through a spectacular capsule collection of fashion, accessories, home wares, cosmetics and textiles. Renowned designers, such as Dannijo, Stella Jean, LemLem, FEED Africa, Mark Holden, Indego Africa, Otago, Kiya Kenya, and many others, have collaborated on exclusive designs for H Project’s “Uncrate Africa” boutique- each giving back to the region in its own incredible way.
“A large percentage of the global population relies on traditional craftsmanship as work. By investing in these products, you’re helping support the artisans who made them,” Alexandra said.
In addition to “Uncrate Africa,” H Project supports two amazing lifesaving elephant initiatives: Save The Elephants and the David Sheldrick Wildlife Trust.
With the escalation of habitat loss, human-elephant conflict, poaching, ivory trade, and mistreatment in captivity, Save The Elephants is the world-leading elephant research and conversation organization devoted to securing a future for elephants, and the David Sheldrick Wildlife Trust is a Kenyan-based initiative that saves elephants everyday through field projects that protect animal welfare.
From now until August 31, 2015, H Project’s “Uncrate Africa” pop-up will be available at Holt Renfrew’s Bloor Street, Yorkdale, Calgary and Vancouver where 10% of total proceeds will be donated to Save The Elephants.
Posted by Christina Cheng