Fashion compassion – River Island Wear It Wild!

This year, Stratford city’s River Island was one step ahead of the trend when they wore it wild and raised over £1000 – amazing! Leading by example, the fashion retailer got the whole team involved as they channelled their inner animal in a fancy-dress themed fundraising day.

Located in shoppers’ heaven Westfield Centre (the mall that had 47 million visitors in its opening year alone), the store was perfectly located to promote WWF’s Wear It Wild campaign ahead of October 20th.  Getting stuck in, staff attended work dressed as their favourite animal for the day. Friends and family of River Island’s employees sponsored their endeavour, as did the general public who donated through collection buckets located throughout the store.

But they didn’t stop there, the entertainment continued on the kids wear floor, where River Island made Wear It Wild fun for all the family, providing animal-themed face painting sessions in return for a suggested donation. From organising animal colouring activities to providing complimentary animal sweets for customers, River Island let their imagination run wild as they helped raise money for the campaign. In addition to the raised funds, public awareness was increased through an endangered animal trivia contest. All entrants were placed into a prize draw and given the opportunity to win a River Island gift card – every shoppers dream!

Engaging with popular phrase the way to a person’s heart is through their stomach, things got tasty in the staffroom. Animal themed cakes and bakes were created by staff and all funds from the yummy sales were also donated to WWF.

By far the most unusual fundraiser the staff took part in was their team challenge to cycle the distance of the Emperor Penguin migration – no mean feat! Known for traveling up to a hundred miles to reach their nesting grounds, the staff followed in our feathery friends’ footsteps, working together to achieve the distance on an exercise bike set up in store. Taking things one step further, they donned a penguin costume whilst completing their wild challenge.

Priding itself on charity support, the company’s established ‘Giver Island’ scheme builds relationships with a growing list of charities large and small. If you’re impressed with River Island’s efforts and inspired to get involved, sign up dress up and donate.

Unlike a fad or temporary craze, protecting wildlife will NEVER go out of fashion.