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 Israel attacks Iran, Reuters sources say; drones reported over Isfahan
Israel has attacked Iran, three people familiar with the matter told Reuters, as Iranian state media reported early on Friday that its forces had destroyed drones, days after Iran launched a retaliatory drone strike on Israel.
American millionaire Jonathan Lehrer denied bail after being charged with killing Canadian couple
American millionaire Jonathan Lehrer, one of two men charged in the killings of a Canadian couple in Dominica, has been denied bail.
Nearly half of China's major cities are sinking, researchers say
Nearly half of China's major cities are suffering 'moderate to severe' levels of subsidence, putting millions at risk of flooding especially as sea levels rise.
Prince Harry formally confirms he is now a U.S. resident
Prince Harry, the son of King Charles III and fifth in line to the British throne, has formally confirmed he is now a U.S. resident.
Judge says 'no evidence fully supports' murder case against Umar Zameer as jury starts deliberations
The judge presiding over the trial of a man accused of fatally running over a Toronto police officer is telling jurors the possible verdicts they may reach based on the evidence in the case.
Health Canada to change sperm donor screening rules for men who have sex with men
Health Canada will change its longstanding policy restricting gay and bisexual men from donating to sperm banks in Canada, CTV News has learned. The federal health agency has adopted a revised directive removing the ban on gay, bisexual and other men who have sex with men, effective May 8.
Colin Jost names one celebrity who is great at hosting 'Saturday Night Live'
Colin Jost, who co-anchors Saturday Night Live's 'Weekend Update,' revealed who he thinks is one of the best hosts on the show.
Sports columnist apologizes for 'oafish' comments directed at Caitlin Clark. The controversy isn't over
A male columnist has apologized for a cringeworthy moment during former University of Iowa superstar and college basketball's highest scorer Caitlin Clark's first news conference as an Indiana Fever player.
'Shopaholic' author Sophie Kinsella reveals brain cancer diagnosis
Sophie Kinsella, the best-selling author behind the 'Shopaholic' book series, has revealed that she is receiving treatment for brain cancer.