The fashion industry veteran is commemorating the 100th anniversary of the ratification of the 19th Amendment.
Tuesday is the 100th anniversary of the final ratification of the 19th Amendment of the U.S. Constitution, giving women the right to vote, and a fashion industry veteran is commemorating the milestone by launching a socially conscious brand called Trouble.
Bari Harlam, former chief marketing officer at Hudson’s Bay Co., and her business partner Meredith Curren, who has a background in angel investing and in politics as campaign chair for Rhode Island governor Gina Raimondo, bonded over the idea of women causing trouble, and decided to turn it into a new venture.
The brand is sending 100 Trouble boxes to leaders and influencers to help spread the word. The founders have a lofty goal to raise $100 million. “We are looking to grow this into a big engine, and a B corp to generate as many proceeds as possible for gender equality to make the next 100 years much more productive than the last,” said Harlam.
On the decision to launch around the suffrage anniversary, “The combination of social justice, the election, MeToo and the Black Lives Matter movement makes this anniversary incredibly important. And it’s going to be a call to action for women to vote,” Harlam explained, noting that the brand’s logo font, with a flame motif added to the letter “L,” is inspired by handmade signs used in the Suffragist movement.
Trouble joins a burgeoning category of socially active brands with product and designer collaboration components including Phenomenal Woman, started by vice presidential nominee Kamala Harris’ niece, Meena Harris; I Am a Voter, backed by CAA, the Entertainment Industry Foundation and Toms, among others, which encourages voter participation through celebrity actions and public awareness campaigns on red carpets and fashion show runways.
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