Black people make up 15 percent of the population. Aurora James’s 15PercentPledge asks that Black brands and designers represent at least 15 percent of retailers’ shelf space. We found some brands supporting BlackLivesMatter still reluctant to pledge.
that shortly followed, only a handful of brands have explicitly come forward to commit to the pledge. James is hopeful that this is just the beginning, though. “We have seen an incredibly positive response from supporters all over the country, but we're just getting started on conversations with the bigger businesses to ask them to sign and make this a reality.”
Beyond the intended target audience of mega-retailers, individuals are taking it upon themselves to adopt 15 percent policies into their own lives as consumers. James says she’s hearing from a lot of people who intend to make the pledge by committing to buying at least 15 percent Black — a few clicks through
uncovers influencers and private individuals alike making public statements on the matter. That same energy, though, seems to be faltering on the commercial end.reached out to a dozen top retailers inquiring whether their current merchandising mix met the pledge’s threshold, or if they would be willing to publicly commit to meeting it within the next year.
While a predominantly white industry may need to be called out in order to move in the right direction, Black-owned multi-brand retailers don’t require a pledge to stock Black-owned brands. As we wait for the industry at large to catch up, a surefire way to support Black creators and businesses is to buy directly from Black-owned shops.
Below, find a list of retailers who have committed to Aurora James’s 15 Percent Pledge, plus Black-owned shops, boutiques, and platforms to support today. If you want to support the movement yourself — and demand the attention of the major retailers who’ve yet to comment on the campaign — you can sign the pledge atRent the Runway announced a $100,000 donation to anti-racist organizations and its intent to allocate $1 million to supporting Black designers at its company.
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