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Black-owned beauty and fashion brands to support now and forever

Following the deaths of Breonna Taylor, George Floyd, Ahmaud Arbery and others, many Americans are mourning, protesting and standing in solitude against centuries-long racial injustice.

Ways to support powerful platforms such as Black Lives Matter include learning through literature about race and privilege. You can also make sure to do your part in voting throughout election season and by finding ways to authentically amplify Black voices that need to be heard.

Last but certainly not least, you can put your money where your mouth is by financially backing Black-owned businesses on July 7 (and beyond) for Blackout Day 2020.

On July 7, people will participate in #BlackoutDay2020, a social media movement with an aim to support nationwide economic solidarity amongst Black-owned businesses.

This initiative was started by The Blackout Coalition leader Calvin Martyr and continues to pick up momentum.

“In order to break free from the chains of

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Black-Owned Fashion Brands and Boutiques to Support Now and Forever

In the wake of recent events—most recently the murders of George FloydAhmaud Arbery, and Breonna Taylor—many people, including the Who What Wear editorial team, have been asking what they can do. Aurora James, the founder and designer of Brother Vellies, answered that question by creating the 15% Pledge, which calls major retailers to pledge 15% of their shelf space to Black-owned businesses. Swipe through her Instagram post below to read more about the reasoning and impact.

But what if you’re an individual? You can put pressure on these major retailers by contacting the company or commenting on their social posts. You can also consider dedicating 15% or more of your personal fashion spending to Black-owned brands.

It’s also important to note that the financial impact of COVID-19 has generally hit Black-owned brands harder than others, as illustrated in the graphic below by Mona Chalabi

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