"British Sportswear Brand Fred Perry Pledges Its Support to Habitat For Humanity Philippines In Rebuilding Schools In Tacloban "Last December, the H&F Group’s flagship British brand Fred Perry culminated its #wearetipped campaign with “Rebel with a Cause,” a food and art charity throwdown at Rockwell Plaza Drive and Univers, One Rockwell. All proceeds from the event have been donated to Habitat for Humanity Philippines’ (HFHP) efforts to rebuild schools ravaged by Typhoon Yolanda.
Fred Perry’s brand of creative uprising drew public interest through its portrait series. In collaboration with seven of the country’s best photographers the campaign began with a weeklyportrait session. The shops were turned into studios as BJ Pascual, Geric Cruz, Jo Ann Bitagcol, Kai Huang, Roy Macam, Joseph Pascual and Mark Nicdao spent their weekends treating customers who came in their Twin Tipped shirts to artful black and white photographs. For every purchase of the classic tipped shirt, 10% of sales went to HFHP.
To boost donations, another benefit project spearheaded by #wearetipped was “Rebel with a Cause”. With support from lifestyle editors Alicia Colby-Sy and Raymond Ang, the three day food and art charity throwdown brought together Manila’s top chefs and artists. Margarita Fores, Blackbird, Sarsa, Pink Panda, Patricio’s Cevicheria, Spring by Ha Yuan, Your Local, Linguini Fini, Nolita, Arroceria, and EDSA prepared a menu that showcased their gastronomic creativity. Concurrent to the food throwdown was an art auction at Univers featuring the work of 14 Filipino artists. Eugenia Alcalde, Zean Cabangis, RM De Leon, Dex Fernandez, Nikki Luna, Leeroy New, Costantino Zicarelli, Carina Santos, Luis Santos, Soler Santos, Isabel Santos, Ryan Villamael, Liv Vunluan, Everywhere We Shoot, MM Yu reimagined the Twin Tipped shirts into interesting works of art donating 100% of sales to the cause.
“In fulfilling H&F’s aim to improve education, Fred Perry Philippines, together with Habitat for Humanity Philippines, tips its hat to everyone who took part in this positive rebellion, from the specialty food vendors and artists, to the customers and patrons who pledged their support to help rebuild Tacloban,” says Habitat Philippines Managing Director and CEO, Charlie Ayco.
Recently, all proceeds from the campaign were turned over to HFHP and its efforts in school infrastructure. On April 13, 2015 a groundbreaking ceremony at Tacloban National Agricultural School (TNAS) kicked off the construction of a two-classroom building, replacing a computer laboratory destroyed during the typhoon. TNAS is the first institution to receive support from the event’s proceeds, as well as HFHP’s first school beneficiary in Barangay. Basper, Tacloban.
The success of the event is only proof that aid can come in all forms—and that a brand, no matter how iconic, should never rest on its laurels.