While the catwalks of the Berlin Fashion Week remained empty this year due to Corona, the agency DOJO shows that besides the latest trends, one thing, above all, should always be in fashion: showing solidarity.
This year, the newly founded initiative "Verantwortung Tragen" supports Sea-Watch e.V. efforts in sea rescue of refugees with a social donation campaign in the form of an accompanying fashion collection. Help comes from star designer MARINA HOERMANSEDER, the friendly labels ARMEDANGELS, DRYKORN, MVSCHI KREUZBERG, renowned photographer Felix Krüger and celebrities like Lena Meyer-Landrut, Palina Rojinksi, Caro Daur, Kida Khodr Ramadan and many others.
We live in a world in which brands create identities, striking lettering arouses desires and conveys exclusivity and luxury. But we also live in a world in which millions of people have to flee because of war, conflicts and persecution. For this reason, the Berlin-based creative agency DOJO has founded the "VerantwortungTragen" initiative, under the patronage of which a renowned designer and several brands are ensuring that the fashion world is not just about what everyone wants and no one really needs - but also about what many truly need: solidarity.This year, the initiative is supporting the civil sea rescue of refugees at the deadliest border in the world - with a collection. After all, no one should have to drown while fleeing war, persecution and poverty in hope of a dignified life. All profits of the initiative will be donated to the sea rescue organisation Sea-Watch.
In order to bring the topic into the public eye, also among younger people, and to draw attention to this humanitarian crisis, the initiative is working with more than 20 celebrities from a wide variety of fields. DOJO creative lead Joachim Bosse comments: "Young people in particular often feel the need to help, but don\\\\\\'t know how or where to do it. That\\\\\\'s why we are very happy to have many supporters from music, entertainment and youth culture for this very important campaign, who help us to effectively point out these terrible circumstances. We hope that the initiative is not only visible but also visceral - so that messages on t-shirts can leave a mark on the fabric of society.”
On the microsite Verantwortungtragen.org (online starting 29.7.20) fugitives report on their past experiences, but also talk about their future - their dreams and their goals. Additionally, celebrities share the hard facts on the topic of sea rescue and draw attention to the charity collection via "social" media. The list of supporters is diverse: With Lena Meyer-Landrut, Stefanie Giesinger, Marcus Butler, CÈLINE, Kida Khodr Ramadan, Melina Sophie, Hikmet Sugoer, Jan Köppen, Lisa-Marie Koroll, Jennifer Weist, Visa Vie, Caro Daur and Palina Rojinski and others, numerous celebrities from various fields support the campaign with attitude, heart and reach.
Patrick Braun, Head of Brand Communication bei DRYKORN
Sea-Watch e.V. is a non-profit initiative dedicated to the civil sea rescue of refugees. In the face of the humanitarian catastrophe Sea-Watch provides emergency aid, demands and pushes for rescue efforts by the responsible European institutions and publicly takes a stand for legal escape routes. The work that Sea-Watch is doing is urgently needed. That is why DOJO supports the Sea-Watch rescue mission with this year's initiative in all aspects. www.sea-watch.org
While the Kreuzberg-based creative agency regularly produces virals for brands such as Scrabble, Deezer or EDEKA, it also demonstrates true street credibility on a daily basis: With its homeless initiative "One Warm Winter", the Berliners not only support homeless people with money and needed goods; they also ensure that the problem is effectively and creatively brought into the public eye. For example, coveted sneaker models are auctioned off for the good cause and food is distributed to homeless people in a BVG bus. DOJO always follows the credo "rebel with a cause". And with its initiative „Verantwortung Tragen" the agency shows yet again that the word "good" can fit between the last two of its credo.