While 2020 has undoubtedly been a tumultuous year for so many members of our global community, it has offered so many new challenges, experiences, and opportunities to grow and learn. Despite the obstacles, we are grateful for the lessons we’ve learned & the milestones we’ve achieved this year! These are KROST’s Best Moments of 2020:
1. Rethink the Cycle/Coat Drive Event
In February, we held an in-store event to support the Eden Reforestation Project. The event took place at our Eden-Concept retail store, which was carefully designed to represent our planet & the ‘Garden of Eden.’ Community members brought in coats they were no longer using and donated them to other community members in need. The event was hugely successful, as we collected and recycled hundreds of coats. This event was an exercise in two of our most important values: sustainability and support for our community.
2. KROST Community Sessions & KROSTCommunity.com
When isolation began in March, we started hosting weekly Zoom sessions with our community members. In a time of such difficulty and uncertainty, we were able to come together to connect with our friends and discuss the issues most deeply affecting our community. These discussions included one with filmmaker and mental health advocate Kevin Hines, in partnership with NAMI WLA, a discussion of the future of Black Lives Matter with March For Our Lives Board Member, Daud Mumin, and a collaboration with Allbirds to discuss sustainable fashion and conscious consumerism with advocate, blogger and photojournalist Aditi Mayer. The success of these sessions ultimately gave rise to KROST Community, a site dedicated to shining a light on the issues most important to our community. Now, the site serves to keep our mission of equality and social justice at the forefront of everything we do.
3. Summer Tee Collections
After our conversations with March For Our Lives Board Member Daud Mumin and Greater New York Black Lives Matter President Nupol Kiazolu, discussing Black Lives Matter and the inequities affecting Black Americans, we partnered with three organizations — Campaign Zero, NAACP LDF, and Color of Change — in an effort to highlight these injustices. We released three tees, with imagery meant to parallel the missions of their respective organizations. 100% of the proceeds from this collection went directly to these organizations. The collection served as a reminder that in order to make a change, we must first listen and learn about the lived experiences of marginalized communities.
4. New World Collection
In August, we released our New World Collection, a line meant to symbolize the hope onto which we held during such a difficult year. While traditional structures and institutions seemed to fail all around us, the New World Collection sought to focus on a future more promising than our present circumstances. Its bright colors and simple designs reminded us to remain upbeat and positive despite the challenges, and to cherish every victory, no matter how small. A portion of the proceeds from this collection went directly to Food Bank For NYC & New York CIty factory workers, who brought this collection to life during such a turbulent and uncertain time.
5. Food Bank for NYC and One Warm Coat Partnerships
In October, we announced our partnerships with two incredible organizations, the Food Bank for New York City and One Warm Coat. These organizations do amazing work in the New York City-area and beyond, focusing their efforts on two of the most important issues plaguing our community — food insecurity and a lack of adequate clothing. Our collections following this announcement dedicated a portion of revenue directly to these causes, and in November, members of our team had the opportunity to work first-hand with staff at Food Bank for NYC to distribute more than 2000 coats to New Yorkers in need. We could not have been happier to partner with such meaningful projects, whose respective missions represent KROST so well. We are so excited to see where these partnerships take us in 2021.
6. KROST x Barneys Collaboration
In October, we announced our collaboration with the legendary New York retailer, Barneys. This partnership was an immense milestone for us. It was an honor to collaborate with such an iconic and historic brand, whose vision worked seamlessly with KROST’s own. The pieces from this collection sought to honor our shared values and love for our city and its community. We were successful in launching the collection both online and in retail at Barneys Japan and Selfridges, London. Each purchase from this collection contributed 5 meals and 1 coat to our friends at Food Bank For New York City and One Warm Coat, to help ensure that our community remains warm and well-fed this winter.
7. KROST x Cariuma | Our First Footwear Release
In December, we reached another milestone — our first-ever sneaker release. We partnered with Rio-based footwear brand, Cariuma, to produce a sneaker emblematic of one of our core values — a deep concern for the well-being of our environment. The shoe’s sustainable material, conscientious manufacturing process, and minimal carbon footprint is representative of our and Cariuma’s commitment to the future of our planet. For every shoe sold, two trees were planted in the Brazilian rainforest. Our commitment to environmental justice is a tenet of our mbrand, and this collection’s mission is one which we hope to recreate in future projects.
We are grateful for the lessons we’ve learned & the milestones we’ve achieved this year and are excited to take all of it with us as we continue into 2021!