Project 360 CSR Business Model Mixes Philanthropy and Style

There is a CSR business trend occurring in retail whereby philanthropic values are being embed into the foundation of the business model. We have previously written about this trend through features on TOMS shoes and TOMS eyewear and their “One for One” concept as well as Warby Parker and Sevenly’s unique models. We continue that theme today with project 360 which is a line of inspirational clothing and accessories that represent the company’s “helping your fellow man never goes out of style” philosophy.

project 360 “helping your fellow man never goes out of style”

The brand was created by Patrick Schwarzenegger, Nick Sheinberg and Kimberly Barth, and debuted in fall 2009. Patrick is the son of former governor of California Arnold Schwarzenegger and Maria Shriver. Giving back and making a difference has been instilled in Patrick from a young age so he decided to take action and carry on the tremendous philanthropic work of the Kennedy-Shrivers.

The image of the brand is hip, young, trendy and the clothing and accessory line has broad appeal. “The collection features a series of inspirational mantras, each one representing a different worldly cause. Each piece comes with motivational messages, facts, and suggestions on how to make a difference. Many products are made with unique and unusual items like recycled leather and scrap materials. For every product sold, Project360 donates a portion of its profits to a reputable charity partner.”

Project 360 currently supports four charitable organizations:

1. Girl Scouts: “Through education in financial literacy, healthy living, outdoor skills and entrepreneurial skills, as well as leadership conferences, engineering and science programs, Girl Scouting builds girls of courage, confidence and character who make the world a better place. Girl Scouts are future community leaders. They are future lawyers, doctors, leaders and lawmakers.”
2. Save the Children’s  “vision is a world in which every child is ensured the right to survival, protection, development and participation. Its long-term goal is to create a “lasting, positive change in the lives of children in need.”
3. Best Buddies “is a nonprofit 501(c)(3) organization dedicated to establishing a global volunteer movement that creates opportunities for one-to-one friendships, integrated employment and leadership development for people with intellectual and developmental disabilities (IDD).”
4. Maria Shriver’s March for Alzheimer’s: “Alzheimer’s is the second most feared illness in America. This progressive and fatal brain disease effects as many as 5.3 million Americans. Project360’s “Think Purple Now” campaign was created in an effort to raise awareness and much needed funds to help eradicate this devastating disease. Team Project360 took part in Maria Shriver’s March for Alzheimer’s on October 24th 2010 in LA .”

The brand, which is available online and at select retailers, has garnered a lot of press. They have been featured on the cover of Glamour, Details and People magazine and seen on The View, Access Hollywood, The Ellen Show, Extra and The Oprah Winfrey Show.  The line has star power as well being worn by Derrick Hough, Eva Longoria, Tony Parker, Paula Abdul and Kendra Wilkinson to name a few.

I think project 360 would be better served with more transparency with regards to what is actually donated to the causes similar to the TOMS “one for one” model. I think having that information accessible to the public makes the value more tangible and eliminates questions. Having said that, I still applaud the valiant CSR business efforts of these young people as they are increasing awareness and contributing to the betterment of some very worthy causes.

Below is a video from the Maria Shriver’s March for Alzheimer’s on October 24th 2010 in LA. Maria Shriver and other celebrities were wearing Project 360 “UNFORGETTABLE” tees and hoodies during the March and Candlelight Vigil:

[youtube]http://www.youtube.com/watch?v=BmRvyrmt9Yo[/youtube]

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