US – Fitness brand Equinox is collaborating with various fashion designers, including the founder of Off-White Virgil Abloh, to launch the latest iteration of its Commit to Something campaign.
The collection of symbolic but impractical items includes Abloh’s sweatsuit crafted from medical scrubs in aid of the oncologists at Memorial Sloan Kettering Cancer Center and The Truth Lipstick, created out of, among other ingredients, paper from The Washington Post.
The collection itself is not for sale but is instead designed to raise awareness for the seven philanthropic causes that it represents. Visitors to Equinox’s Commit to Something microsite will, however, be invited to donate to the chosen charities and several of the items will be auctioned off throughout the course of 2018. In line with our Civic Brands macrotrend, brands are increasingly realising the need to participate within the community rather than apart from it.