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To All The Boys’ Noah Centineo is launching a lifestyle brand to mobilize Gen Z philanthropy—starting with Black Lives Matter. 

Jun 17 2020

To All The Boys’ Noah Centineo is launching a lifestyle brand to mobilize Gen Z philanthropy—starting with Black Lives Matter. Favored Nations, co-founded by Centineo and friend Josh Heller, describes itself as a collective of young activists “who give a shit” about today’s social and environmental issues. A big part of the organization is its online apparel store, which includes hoodies and t-shirts that donate 100% of proceeds toward the charity of the shopper’s choice. During a soft launch earlier this year, their clothes sold out within three days, and they were able to raise more than $40,000. This week, they launched a Black Lives Matter influencer campaign to support the ongoing protests against police brutality. YPulse’s recent causes and charity survey found that 84% of Gen Z agree buying products from brands that have social good components makes them feel better about spending money. (Fast Company)