Brand Watch: Change the Definition
We love when brands have a great cause and a sense of direction and that is the case when it comes to volunteer teacher Rebekah Star and her philanthropic apparel brand – Change the Definition.
Established in 2010 with the goal of bringing about change in African-American communities one shirt at a time. With the aspiration to empower children to be all they can be and more. Instead of being stereotyped, Change the Definition hopes they will be automatically be thought of as people who deserve an education and are treated with respect and love.
Following a life-changing trip to Ethiopia, Africa, Change the Definition is ready to move forward with a t-shirt design consisting of the poem that changes the definition of black and a “power to the people” fist. This symbol is fitting since Change the Definition strives to create change on a global level.
“By using our power as consumers we can help at-risk youth embark on a new path to wealth, success, happiness, and most importantly, true freedom.”
Change the Definition has made a commitment to create a bright future for America’s at-risk youth and children in Africa by investing in education-based projects and programs. Their recent projects include providing over 5,000 take home books for at-risk youth falling behind in reading and building a library in Ethiopia for kids who lack access to books.
Definitely a brand to watch, especially as Change the Definition will be releasing limited edition shirts that are socially charged and positive, in a hope to change the definition one shirt at a time. changethedef.com