It’s been a shirty year.
Uncertain times, meet altruism.
Our philosophy on clothes.
Sometimes, it’s not an obvious solution that gets the job done. When challenged ourselves to do something to help our friends in small business during the Covid-19 lockdown, we discovered that showing solidarity by dropping $20 on a t-shirt goes a long way. Thus we labor, but not for ourselves.
Agency Services
Strategy
Branding
Visual Identity
E-Commerce Platform Creation
Campaign Development
Collateral Design
Merchandise Design
Custom Illustration
What can we do?
Like most folks, we were watching a lot of bars, restaurants and other small enterprises get hammered in late March. When they were forced to close, we felt compelled to help. The question was “what could we do and, just as importantly, how fast could we do it?”
What do we do?
Though we’re problem solvers, this was a particularly difficult one. We were watching programs pop up aimed at helping out our local establishments, but they were generalized, leaving us to wonder how funds would be collected and distributed. We needed a way to raise money fast and deliver it directly to the businesses in need.
We do what we do.
We make things. That’s what we do. So, the question became “what can we make for these places that could help?” The answer, in collaboration with our sister company, Showpony, was shirts. We make them, sell them and give all the proceeds to the local businesses. That way, individuals can support their favorites for just $20, so fundraising happens on the grass roots, “hey I love that place” level. The community responded big time.
It’s a shirty job.
One thing you don’t really get your mind around when you start something like We Give a Shirt is what it’s gonna be like to crank out 20 unique designs across every type of business imaginable every single week for months. It’s a big lift, but supporting our community was the duty that lied nearest and we knocked out the shirts on top of our “day job.”
E-Commerce Blitz
In a matter of just days, we conceived, designed, developed and launched a sophisticated e-commerce site which allowed supporters of local businesses to purchase their favorite’s shirts. Shipping and back-of-store logistics were also a big hurdle we managed to hit in stride.
Social Sells
Social media was huge in the campaign. Generally the major driver of businesses promoting their shirts to their audiences, we used paid to pump up sales for every launch.
Posting to the people.
In support of the campaign, people shared, commented and liked like crazy. The individual business owners, who only have one week to sell as many shirts as possible, led the charge.
Damn Near a Quarter Million and Counting.
We were hoping for $500 or so per business. The generosity of our community was beyond anything we had imagined. Thanks to all those who have participated, some just by getting a single shirt, we’ve helped bars, restaurants, salons, charities, schools and others get a little relief in a very stressful time.
Giving a shirt.
Wrapping up the campaign with a behind the scenes look at who and how this all got done.
Gov Visit
Good news travels fast, and, at some point, it made it to the Governor of Georgia, Brian Kemp. He visited Showpony and W/S office to check out our operation and pass along the State’s appreciation for our work.
Pass the Proceeds
Not everybody is hating it in the pandemic. Our friends over at Rec Tec Grills and Durty Gurl make products built for staying at home. But they wanted to help those in the service industry so they teamed up with us to donate over $5,000 to Giving Kitchen.
Generosi-tee
Several corporate partners also stepped up to join our Generosi-tee program, designed to both support local businesses and improve quarantined employee moral. By using a custom code at checkout, individuals could purchase any shirt they wanted at no cost to help out their favorite spots. Companies like TaxSlayer, Meybohm, Loop and others footed the bill.
Brian Kemp, Governor of Georgia
“It’s really been quite amazing how people have really stepped up.”
The Takeaway
Whenever possible, use your powers for good.
Who gives a shirt?
“Since shirts had to be designed so quickly it really gave us the opportunity to play and be very of the moment. Whether reinterpreting a Duran Duran album cover, building a beehive hairdo out of vintage yellow page ads, appropriating a popular meme, or putting James Brown in a space suit, each business presented an opportunity to be weird and smart.”
— Leonard Zimmerman / Designer
“We Give a Shirt is about being a part of something bigger. Our team of merchandise experts, web developers, designers, and interns came together to turn this idea of helping our community by providing a no-risk, t-shirt fundraising opportunity into a fully functioning e-commerce platform with local production and fulfillment services. Without the effort of dozens of people every week, We Give a Shirt wouldn't be possible. But more importantly, without the support of the thousands of people purchasing t-shirts, We Give a Shirt would not have been able to give nearly a quarter-million dollars back to so many incredible businesses and causes. ”
— Lindsay Buschermohle / Merchandise Designer
“Creativity for the causes we believe in is the best of both worlds, and seeing our community rally behind these local businesses is just as rewarding for us as for those we support.”
— Rachel Baker / Designer
“It’s been so rewarding to watch our designers build relationships and help community businesses in their time of need. Personally, I can’t thank them enough."
— Sean Mooney / Director of Merchandise
“WGAS has been an amazing experience. It’s amazing because we’re able to push our creativity to new boundaries. My favorite part so far is seeing so many people wearing a shirt I designed, now that’s cool watching your creativity come to life. Last, the way WGAS is impacting the community and giving back us amazing especially in the times we are in today.”
— Rah’Mere Williams / Design Intern
“The world is confusing, We Give A Shirt is not.”