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
Bodies found by U.S. authorities searching for missing B.C. kayakers
United States authorities who have been searching for a pair of missing kayakers from British Columbia since the weekend have recovered two bodies in the nearby San Juan Islands of Washington state.
'It's discriminatory': Individuals refused entry to Ontario legislature for wearing keffiyeh
Individuals being barred from entering Ontario’s legislature while wearing a keffiyeh say the garment is part of their cultural identity— and the only ones making it political are the politicians banning it.
Tom Mulcair: Park littered with trash after 'pilot project' is perfect symbol of Trudeau governance
Former NDP leader Tom Mulcair says that what's happening now in a trash-littered federal park in Quebec is a perfect metaphor for how the Trudeau government runs things.
Saskatchewan households will continue to receive carbon tax rebate: Trudeau
Households in Saskatchewan will continue to receive Canada Carbon Rebate payments, despite the province refusing to remit natural gas levies to the federal government, Prime Minister Justin Trudeau said Tuesday.
'It's just so hard to let it go': Umar Zameer filled with relief and grief following acquittal in death of Toronto police officer
'We hoped for this day, but we were scared that it would not never ever come because it took so long.' That’s what Umar Zameer, the man recently acquitted in the death of a Toronto police officer, told CTV News Toronto in a sit-down interview on Tuesday.
Senate expenses climbed to $7.2 million in 2023, up nearly 30%
Senators in Canada claimed $7.2 million in expenses in 2023, a nearly 30 per cent increase over the previous year.
Canucks goalie Thatcher Demko won't play in Game 2
The Vancouver Canucks will be without all-star goalie Thatcher Demko when they face the Nashville Predators in Game 2 of their first-round playoff series.
Pedestrian, baby injured after stroller struck and dragged by vehicle in Squamish, B.C.
Police say a baby and a pedestrian suffered non-life-threatening injuries after a vehicle struck a baby stroller and dragged it for two blocks before stopping in Squamish, B.C.
North Bay doctor accused of assaulting patient, threatening another
A North Bay doctor is facing charges after allegedly assaulting a patient with a weapon and threatening another person at the hospital, police say.