#FashionIZFreedom

Glossy partnered with The Garden to promote its work with IZ, a company dedicated to the creation of sophisticated and functional clothing for people using wheelchairs, founded by renowned designer Izzy Camilleri.

Not only did The Garden reframe and rebrand the business, they also saw an opportunity for the company to have an even bigger positive impact beyond the world of fashion. The Garden shifted the company’s traditional retail business model with an initiative called Access10: with every product purchased, IZ will give 10 per cent of its total gross sales towards projects to increase accessibility. Through Access10, IZ partners with organizations such as Stop Gap to help mobilize teams to build brightly coloured ramps in communities across North America.

Headlining IZ’s brand relaunch is a new social media campaign called “Fashion IZ Freedom,” that utilizes the power of fashion to get the message out about the importance of making the world a more accessible place.The campaign calls on people to order a special “Fashion IZ Freedom” t-shirt to raise awareness around accessibility issues. Once they receive the shirt, people are prompted with a card to “take a seat” for accessibility issues across North America by taking a seated selfie while wearing the shirt. They are then encouraged to share their pics with their social networks tagging @IZadaptive and #FashionIZFreedom. All proceeds from these t-shirts go towards building ramps in communities across North America. Read more here.

Here’s some traction on this project and social initiative – FastCompany’s Co.Create, AdWeek, Strategy, Osocio.