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
BREAKING King Charles' cancer treatment progressing well, says Buckingham Palace
King Charles III’s doctors are 'sufficiently pleased' with his cancer treatment and he is expected to return to public-facing duties, Buckingham Palace announced on Friday.
BREAKING Orca calf that was trapped in B.C. lagoon for weeks swims free
An orca whale calf that has been stranded in a B.C. lagoon for weeks after her pregnant mother died swam out on her own early Friday morning.
'Unacceptable': Trudeau reacts after AFN chief says headdress taken from plane cabin
After the Assembly of First Nations' national chief said her headdress was taken from an airplane cabin this week, Prime Minister Justin Trudeau called the incident 'unacceptable' and a 'mistake' on the part of Air Canada.
DEVELOPING Bird flu outbreaks: WHO weighs in on public health risk
The current overall public health risk posed by the H5N1 bird flu virus is low, the World Health Organization said on Friday, but urged countries to stay alert for cases of animal-to-human transmission.
Sophie Gregoire Trudeau on navigating post-political life, co-parenting and freedom
Sophie Gregoire Trudeau says there is 'still so much love' between her and Prime Minister Justin Trudeau, as they navigate their post-separation relationship co-parenting their three children.
Regina police officer injured after being accidentally shot by fellow officer's gun
An investigation is underway after a Regina police officer was accidentally shot by a fellow officer’s gun during the search of a house early Friday morning.
From faulty kids' cribs to flammable kids' bathrobes, here are the recalls of the week
Health Canada issued recalls for various items this week, including kids’ bathrobes, cribs and henna cones.
Taylor Swift dons Montreal designer's dress in 'Fortnight' video
A pair of Montreal designers' work has now been viewed over 41 million times. Taylor Swift dons a Victorian throwback black gown in her latest music video, 'Fortnight', designed by UNTTLD due Simon Belanger and Jose Manuel Saint-Jacques.
Island near Mull of Kintyre for sale for US$3.1 million
An idyllic 453-acre private island is up for sale off the west coast of Scotland and it comes with sandy beaches, puffins galore, seven houses, a pub, a helipad and a flock of black-faced sheep.