Here are the retailers going beyond solidarity for Black Lives Matter

As protests continue across the world in support of the resurgence in the Black Lives Matter movement after the murder of George Floyd, here the retailers who have gone a step further to take tangible action rather than just merely express "solidarity".

As protests continue across the world in support of the Black Lives Matter movement following the murder of Minneapolis man George Floyd, here the retailers who have gone a step further than releasing statements by making monetary donations.
Retailers such as Asos, Prettylittlething and Nike have all made donations in support of the Black Lives Matter movement.

1. MatchesFashion

At the beginning of this week, MatchesFashion announced plans to to launch a Black Employees Forum.

The new forum aims to drive diversity within designers in the business and look at how it can encourage more Black people to join the retailer.

MatchesFashion chief executive Ajay Kavan said the retailer has already started consulting with a number of Black colleagues.

MatchesFashion Black Lives Matter protests Black Employees Forum diversity
MatchesFashion has already begun consulting with Black colleagues.

2. H&M Group

H&M Group has pledged to donate $500,000 (£397,775) to the National Association for the Advancement of Colored People (NAACP), Color of Change, and the American Civil Liberties Union to help in the fight against racial injustice.

“We believe in equal rights for everyone. We stand with and support the Black community – today and every day,” the retail giant said on its Instagram account.

“We understand that this goes far beyond a social media post. We’ve learned the hard way how much work we still must do to live by the values we believe in.

“We’re committed to using our voice and influence to do our part and stand up against racism and discrimination.”

In 2018, H&M Group appointed Annie Wu to the role of global leader for diversity and inclusiveness in response to the global backlash it received from using a black child to advertise a hoodie with the slogan “coolest monkey in the jungle”.

H&M covid-19 credit facility
H&M donated $500,000 to anti-racist activist groups and charities.

3. Nike & Jordan

The sportswear giant pledged $40 million (£32 million) to support the Black community, and committed to investing in “organisations that put social justice, education, and addressing racial inequality in America at the centre of their work”.

The retailer and brand also posted a video to various channels entitled Don’t Do It, a twist on its trademark phrase Just Do It.

In addition to this, Michael Jordan and the Jordan Brand have pledged to donate $100 million (£79 million) over the next 10 years to organisations engaged in the fight for racial equality.


4. PrettyLittleThing

PrettyLittleThing teamed up with rapper Saweetie for a second time for a collaboration where 100 per cent of profits will benefit the Black Lives Matter movement.

“PrettyLittleThing understand how important it is to speak up, step up and take action,” the retailer said in a statement online.

“We are committed to implementing positive change and giving a voice to our community. Therefore we will be donating all proceeds from this collection to Black Lives Matter.

“Because we know, we’re always stronger, together.”


5. Palace

Upmarket streetwear brand and retailer Palace has pledged $1 million (£793,000) to causes related to Black Lives Matter, with the initial funds going to The Stephen Lawrence Charitable Trust and Black Lives Matter itself.

The London-based business made the announcement via an anti-racism video on its Instagram page.

“Palace stand firmly with all protesters seeking justice against police brutality and racism,” it said in a statement.

Palace added: “This ain’t some band wagon s**t btw. It just took a hot minute to figure out. if I could drum up a mill by the end of the year. and work out what we’re going to do long-term.”


6. Etsy

The craft and art ecommerce site announced on Instagram that donations of $500,000 (£396,000) will be made to the Equal Justice Initiative and $500,000 to Borealis Philanthropy’s Black-Led Movement Fund.

The online retailer said it would also match employee donations.

View this post on Instagram

To the communities across the US who are voicing their anguish, anger, and deep frustration with systems that oppress and devalue Black lives, we stand in solidarity with you. The past days and weeks have, once again, shone a spotlight on the tremendous injustices in our society. Etsy is built on a belief that communities have the power to change the status quo. We believe that it’s critical to provide support to organizations working tirelessly for criminal justice reform and those that assist Black-led institutions. That’s why today we are announcing donations of $500,000 to Equal Justice Initiative (@eji_org) and $500,000 to Borealis Philanthropy's Black-Led Movement Fund, in addition to matching employee donations. We encourage our community to join us in supporting organizations that are leading the fight for change. #blacklivesmatter

A post shared by etsy (@etsy) on

7. Amazon

The ecommerce giant said it would donate $10 million (£7.9 million) to several organizations, including the ACLU Foundation, the NAACP, the Equal Justice Initiative, the Brennan Center for Justice, the National Museum of African American History and Culture, and the National Urban League.

Amazon said it would ban US police forces from using its facial recognition software for a year in support of the #BlackLivesMatter protests, after activists highlighted how Amazon’s solidarity meant little if it continued its commercial partnerships with police forces across the US.

8. Asos

To support the Black Lives Matter movement, Asos told its 10.3 million Instagram followers that it would be “making a donation to a relevant organization”.

In its statement, the online fashion retailer also urged others to speak up against racism.

“Silence isn’t an option,” it said.

“We share the sorrow and outrage of the world over the grave injustice leading to the tragic loss of George Floyd’s life, along with Breonna Taylor, Ahmaud Arbery, Tony McDade and so many other Black lives.

View this post on Instagram

Silence isn’t an option. We share the sorrow and outrage of the world over the grave injustice leading to the tragic loss of George Floyd's life, along with Breonna Taylor, Ahmaud Arbery, Tony McDade and so many other Black lives. We may be a brand, but we’re also made up of real people who care deeply about standing alongside ALL our ASOSers. That means we also understand just how important it is to put meaningful action behind all that we do. So, we will be making a donation to a relevant organization in the coming days. We’re constantly working on ways to support positive change and we’ll continue to give a voice to important conversations, today and always. We hear you and we stand with you.

A post shared by MORE THAN FASHION (@asos) on

Asos also pledged it would re-examine “every area” of the business.

“From leadership to recruitment. From training to mental health support. From charities we back to partners we collaborate with,” it stated.

“From brands we stock to businesses we invest in. From faces we feature to content we create.

“We will constantly listen, learn, push ourselves and, above all else, support our Black colleagues, customers and followers – and keep you informed along the way.”


9. Sainsburys  

Sainsbury’s ex-chief executive Lord Sainsbury of Preston Candover, who donated £10 million to set up the Museum of London, ordered a statue of slave trader Robert Milligan to be removed from outside the museum’s Docklands branch.

This made Sainsbury’s the target of a right-wing boycott, causing #BoycottSainsburys to trend across Twitter earlier this week.

The hashtag on social media then became mocked by anti-racist users in support of Sainsbury’s and #BuySainsburys was soon trending in response.

Many users joked that there would be better availability of online delivery slots now that racists have stopped shopping at the Big 4 grocer.


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