Mini teams up with Pharrell's Icecream for US charity collab
What do an ‘iconic’ British car, a fashion brand and polar bears have in common? Conservation mostly, and a unique collaboration that brings together Mini USA, Icecream -- the sub-label of Pharrell Williams and Nigo’s streetwear brand Billionaire Boys Club (BBC) — and the charity Polar Bears International.
At the centre of the collab is the new Mini Electric in Nanuq White and Icecream’s exclusive earth-conscious capsule collection, which launches today (15 December) via livestream shopping platform NTWRK. It features exclusive footage of the BBC/Icecream’s creative director Joseph Au and the new Mini Electric filmed in the Santa Monica Mountains in California.
The Mini x Icecream ‘Save the Polar Bears Collection’ includes a tee, a hoodie, and a keychain, retailing for $150. Importantly, 100% of the capsule collection’s proceeds at checkout will be donated to Polar Bears International and its education and outreach efforts “dedicated to informing, inspiring, and providing a powerful platform for saving the polar bears and the arctic region”.
Global lifestyle brand Icecream emphasised its “dedication to giving back to the community and aligning with important causes that make a difference”, with its new “thoughtfully designed” collection “created to provoke thought and support the arctic inhabitants”.
“Mini is always looking to find impactful and unconventional ways to affect positive change in the world, especially when it comes to sustainability,” said Rah Mahtani, head of brand communications at Mini USA. “It is why we are pleased to partner with Icecream and NTWRK to amplify the environmental advocacy of Polar Bears International in a fun and exclusive way.”
Joseph Au added: "From day one, [our brand] has been focused on inspiring others in positive ways. This partnership is no different, we are very excited to be able to share this vision of a sustainable future and use our collective platform to further drive this message.”
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