Blood brothers: Fashion label for donors

Amsterdam – Items from a Dutch fashion label are only available to people who donate blood.

The Red Rail collection was showcased at Amsterdam Fashion Week and consists of 21 pieces by 18 up-and-coming designers. To obtain one of the designs, consumers must donate blood and email their donor ID number to the project’s organisers – entrants can state which item they would like.

The aim is to attract a generation of younger blood donors. Consumers are increasingly demanding that brands care. For more read our Turbulent Teens trend report.