A fashion statement that speaks volumes: East Coast Lifestyle partners with GameChangers902 for a cause
A collaboration between clothing brand East Coast Lifestyle and activist group GameChangers902 seeks to level the playing field and create opportunities for Nova Scotia's Black community.
On Wednesday, East Coast Lifestyle revealed a new t-shirt design with all the proceeds donated back to the community, providing scholarships to African Nova Scotians.
"GameChangers902, our main focus is to centralize African Nova Scotian voices. Youth, adults, wherever we can, we work with groups all across Nova Scotia,” says co-founder Trayvone Clayton.
"The partner with East Coast Lifestyle is to show the momentum we can move forward with, with one another."
East Coast Lifestyle founder Alex MacLean says it’s about raising awareness and creating positive change.
"So this shirt represents all the communities coming together as one," says MacLean.
"It's not going to change everything, but we believe it's an initial step forward in a positive way."
Designed by Halifax artist She Nubian, the colours blend or fade into one.
"It goes from white, light brown and it gets darker. Basically, it's trying to show people that no matter what colour you are, as a whole, you can still be united," says Clayton.
"That's what we're trying to prove to people, we're trying to create that chemistry and show people that, this is what you can do, this is who you can be, this is who you should be, we are all one."
The idea behind creating a scholarship is to help the next generation.
"That's one of our main focuses and our platform, is for the upcoming youth to succeed," says Clayton.
MacLean says over 100 shirts sold in the first day, and they are adding larger sizes and kids sizes based off the demand.
You can purchase the shirt in stores or the East Coast Lifestyle website.
CTVNews.ca Top Stories
Most of Canada to receive emergency alert test today
The federal government will test its capacity to issue emergency alerts today, with the exception of Ontario, where the test will take place on May 15.
'A huge difference': These adults born in the '90s partnered with their parents to buy homes in Ontario
An Ontario woman said it would have been impossible to buy a house without her mother – an anecdote that animates the fact that over 17 per cent of Canadian homeowners born in the ‘90s own their property with their parents, according to a new report.
OPINION No reunion between Prince Harry and the King signifies a setback for royal unity
Prince Harry, the Duke of Sussex, has made headlines with his recent arrival in the U.K., this time to celebrate all things Invictus. But upon the prince landing in the U.K., we have already had confirmation that King Charles III won't have time to see his youngest son during his brief visit.
Northern Ont. woman makes 'eggstraordinary' find
A chicken farmer near Mattawa made an 'eggstraordinary' find Friday morning when she discovered one of her hens laid an egg close to three times the size of an average large chicken egg.
How Drake and Kendrick Lamar's rap beef escalated within weeks
A long-simmering feud between hip-hop superstars Drake and Kendrick Lamar reached a boiling point in recent days as the pair traded increasingly personal insults on a succession of diss tracks. Here’s a quick overview of what’s behind the ongoing beef.
NEW For their protection, immigrants critical of China and India call for speedy passage of Canada's foreign interference legislation
Canadian immigrants threatened by hostile regimes are urging parliamentarians to quickly pass the 'Countering Foreign Interference Act' so they can feel safe living in their adopted home.
Ontario man devastated to learn $150,000 line of credit isn't insured after wife dies
An Ontario man found out that a line of credit he thought was insured actually isn't after his wife of 50 years died.
Spanish prosecutors recommend 2nd investigation into Shakira's taxes be thrown out
Spanish state prosecutors recommended Wednesday that an investigating judge shelve a probe into another alleged case of tax fraud by pop star Shakira.
Stormy Daniels describes meeting Trump during occasionally graphic testimony in hush money trial
With Donald Trump sitting just feet away, Stormy Daniels testified Tuesday at the former president's hush money trial about a sexual encounter the porn actor says they had in 2006 that resulted in her being paid to keep silent during the presidential race 10 years later.