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COVID-19 Response: Bacardi, The Standard, Erdem, and More

In our latest update on how brands are responding to the COVID-19 pandemic, we’re sharing details from The Standard, Erdem, M Missoni, and more.

In light of current events, The Standard has closed all of its locations until further notice. Due to its wise decision related to the COVID-19 pandemic, the abrupt change of plans has left a lot of its employees without work. Due to this, the brand has launched Standard Stands Together—an employee relief fund led by President Amber Asher. Anyone can donate, and 100 percent of the proceeds will be used to benefit The Standard employees.

Stiltsville Fish Bar Courtesy of Stiltsville Fish Bar.

Patrón is giving back to its beloved service industry by donating $1M to charities that support hospitality professionals. They have chosen three organizations that are dedicated to helping families, individuals, and business owners who need it most: Children of Restaurant Employees (C.O.R.E.); Another Round, Another Rally; and The James Beard Foundation.

Bacardi Limited—the parent company of Patrón, and others like Bacardi, Bombay Sapphire, and Grey Goose—has made a generous donation of $3M to support the bar and restaurant industry. Through an initiative entitled #RaiseYourSpirit, the brand aims to raise awareness during this difficult time. Additionally, 8 spirits brands within the portfolio are diverting production power and resources to creating more than 267,000gallons of hand sanitizer instead. The product is being distributed to local communities, non-profit organizations, emergency responders, and the brand’s employees and contractors.

Stiltsville Fish Bar Courtesy of Stiltsville Fish Bar.

The luxury shoe brand Mia Becar created The Mia Becar Foundation to benefit anyone in the community requiring immediate help—whether in health, housing, education, or immigration. Through April 6,  Mia Becar is contributing all proceeds from sales to the Foundation, going toward the COVID-19 Emergency Response Fund at California Community Foundation.

The luxury womenswear brand Alejandra Alonso Rojas is donating 30 percent of its online sale proceeds to two organizations—God’s Love We Delivery and to No Kid Hungry to provide people in need with meals.

Stubborn Seed Photo by Grove Bay Hospitality, courtesy of Stubborn Seed.

M Missoni’s Creative Director Margherita Maccapani Missoni has taken a personal approach, and is donating items from her personal wardrobe. She has partnered up with Vestiaire Collective and will be donating 100 percent of her proceeds to Lombardia Region Fundraising.

In addition to offering free shipping to all customers, the luxury womenswear brand Erdem is donating 10 percent of all sales from the Spring/Summer 2020 Collection to the National Emergencies Trust Coronavirus Appeal.

French fashion brand AMI is donating to the Fondation Hôpitaux de France – Hôpitaux de Paris, a national charity that supports French hospitals by providing vital equipment and aid to healthcare workers and their patients.  The brand is also donating 10 percent of all sales to the World Health Organization’s Covid-19 Solidarity Response Fund until the end of the confinement period in France. The fund will help track and understand the virus, ensure patient care, buy and ship essential medical, and accelerate efforts to develop vaccines, tests, and treatments.

The jewelry brand Electric Picks has taken numerous steps toward helping fight the consequences of COVID-19. In addition to partnering with Melissa Wood Health and donating almost 7,000 meals to Feeding America, they sent a box filled with bracelets as a token of appreciation to all the nurses at NYC Langone. The brand has also been shining light on small struggling boutiques that carry their jewelry, as well as offering free graphic design services to any small business in need. Finally, the brand is donating 10 percent of their sales to Meal on Wheels.

The Italian luxury menswear brand Canali is donating to a fund back home—providing €200,000 to San Gerardo Hospital in Monza, Italy. The donation is made through the Canali family’s nonprofit foundation Fondazione Canali Onlus.

Brazilian company Arezzo&Co has donated 9,500 sneakers through its brands Arezzo, Anacapri, Fiever, and Schutz Brazil to healthcare workers in Brazil. Medical professionals were able to register with their names, profession, shoe size, and address to receive a new pair of shoes. In less than one hour, all pairs were spoken for.





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