London family lifestyle store WORD in Walthamstow village has gathered a collective of local mums to take part in a project from their homes to raise funds for NHS Charities Together Covid-19 Urgent Appeal.
Uniting the local community to support NHS heroes, the WORD Collective is creating the ‘Stay Home Club’ collection. One hundred per cent of profits from the range of hand tie-dyed T-shirts, babygros and tote bags are being donated to help NHS staff and volunteers impacted by the virus.
As well as using organic cotton, the unisex range is available in both adult and children’s sizes. Furthermore, every design is unique and comes in the choice of pastel or bright colour palettes.
The collection has already received a major response since the pre-order sale went live on Friday 24 April.
The concept for the Stay Home Club and WORD Collective comes from WORD founder Anah Parker-Dean. It is also in partnership with creative director Jude Whyte and graphic designer Mark Bijak. The trio regrouped after first working together to forge ‘Word To The Mother’ in 2016; a series of social markets bringing locally designed children’s brands together across East London.
What began as a passion project inspired Parker-Dean to launch WORD as a permanent retailer in 2018. The business has as a bricks and mortar store in the heart of Walthamstow village and is also online.
Parker-Dean, says: “The Stay Home Club campaign is about expressing our rainbow of gratitude for a host of things we’re so thankful for at this challenging time.
“Our primary mission is to raise much-needed funds and show our support for our amazing NHS health care heroes while also finding a way to celebrate this precious time together as families; uniting the community and keep mums connected, uplifted and creative from their homes. Also giving people something to wear with a burst of colour to brighten their days.
“We are overwhelmed by the show of support from people getting behind the initiative; both making purchases and helping to spread the word. And, of course, from our growing collective of mums who are helping us create and get the collection out to people.”
As well as focusing on fulfilling demand for the Stay Home Club collection, WORD is looking to develop the concept. For example, by creating a series of local partnerships and online wellness experiences for people at home. The aim being to keep spirits up as well as connect the local community during lockdown.
Furthermore, due to the overwhelming response following the launch of its initial collection, WORD is releasing an additional limited-edition range. The line of plain T-shirts – available in two colourways for both adults and children – is now available for pre-order. Click here for further information.
