by MAL
Nov 22, 2018

Doing good while doing good business, utilising Acts not Ads.
Marlboro Originals a men’s apparel store in the V&A Waterfront successfully launched a conceptual range of Tees to mobilise consumers to WEAR IT FORWARD in 2017.

In the process proving that even a small business and society can mutually benefit from the implementation of a shared value strategy – paying it forward enabled Marlboro as a small local retailer to deliver value to their partners/shareholders, while positively impacting society through this timely intervention to their business offering.

Launching WEAR IT FORWARD in November 2017 showed a tangible Company Benefit and delivered real Social Benefit – after only 6 months.
And now we just launched Season 2 of this Art Series of T-shirts and caps.

Beyond simply every Tee purchased contributing 25% of sales to designing/building a library in a township school, every element of every garment was sourced and produced locally, creating jobs and enhancing lives at all levels across the community.
This will ultimately create lifestyle improvement via community upliftment through education, when the library is built.