Words by Smiley Team
With rainbow coloured messages on its bags and shoes, British designer Kurt Geiger has long promoted acts of kindness under the hashtag #BeKind. On Monday 28 February, the brand took this campaign to another level, announcing it would donate a week’s worth of its profits to Ukraine.
“Hundreds of thousands of Ukrainians are currently without access to food, water and first aid medicines,” the brand wrote in an Instagram post.
“We will be donating 100% of last week's store profits to the sum of £50,000 today to the British Red Cross' Emergency Appeal which is currently working with the Ukrainian Red Cross Society and the International Committee of the Red Cross preparing to help those affected by the crisis.”
As one of the world’s longest-standing emergency relief charities, the Red Cross has 150 years of experience in sending urgent supplies to people in need.
The organisation’s Ukraine Crisis Appeal calls for donations that will go towards medical aid and basic necessities for people suffering due to the war. This includes food, water, first aid, medicines, warm clothes and shelter.
As Kurt Geiger explained, the Ukrainian Red Cross Society is working with the charity's international committee to repair important infrastructure and buildings such as water systems, homes, healthcare centres, schools and community centres damaged in the conflict.
In response to the brand’s announcement, Kurt Geiger fans voiced their gratitude. They included a Ukrainian Instagram user, who commented: “No wonder I became the happy owner of your bag for a couple of months. Didn't make the wrong choice. Thanks for supporting my country.”
Another Kurt Geiger shopper commented: “Last week I was doubting between two pairs of shoes, KG brand and another brand. They looked so similar and were so comfortable. After checking what the brand stands for I went for KG and I am so glad about what you stand for and what you are doing.”
DONATE: To follow Kurt Geiger’s example and support people suffering due to the conflict in Ukraine, donate to the Red Cross.
READ: For more ways to support people hit by the conflict, read this article on ways to help Ukraine.