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Ted Baker backs London United with T-shirt launch

Posted by: Huq | Date added: Thu 01 Dec 2011

Fashion brand Ted Baker has joined political heavyweights Boris Johnson and Ed Miliband to back London United, a charitable initiative created by leading marketing services agencies Exposure and Cake to support the capital’s youth.

The partnership, which is the first of its kind for London United, kicks off with the launch of a specially commissioned T-shirt. The t-shirt, emblazoned with London United’s project logo, will be available in Ted Baker’s London stores, as well as other retailers including Selfridges, Harrods, and House of Fraser.

London United was set up in November as a grass-roots initiative by Exposure and Cake, intended to do something positive for London and, more specifically, the young people within it. Funds raised from the sales of London United branded goods through partnerships such as the Ted Baker link will be distributed to charities that help young people in the capital.

Proceeds from the Ted Baker t-shirt will be donated to London Youth, a charity working directly with young people to innovate and deliver projects in partnership with youth clubs.

Exposure and Cake are continuing to raise awareness of the London United brand through future fundraising projects and brand partnerships, all with the aim of helping support young Londoners in need of help.

Ray Kelvin, founder and CEO of Ted Baker, has personally endorsed the project and is committed to ensuring sales are maximised to raise as much money as possible.

Kelvin said: “As soon as we saw this opportunity, we knew we had to support this – we have 10 locations in London that will be giving prominence to the ‘London United’ t-shirt as well as on our website. I know Londoners are going to love this product, raising money for a great cause in the process.”

Exposure CEO, Raoul Shah, added: “London is a big city with global reach. It is home to hundreds of cultures and nationalities spread across the city’s 32 boroughs. It is a place rich in diversity, but sometimes poor in equality. When you’re one in eight million people, it can be both challenging and hostile.

‘Yet we love London. It is home. And so the idea of ‘London United’ was born, as an idea to celebrate our love for London, and a vehicle through which to address some of the fundamental issues that face young people in the city.”

The London United project has also been backed by the Mayor of London, Boris Johnson, and Ed Miliband, the leader of the Labour Party.

Mayor of London Boris Johnson commented: “I hope London United will aid and inspire young Londoners, so they go on to be creative, entrepreneurial and the very best that they can be.”

Ed Miliband said: “I’m proud to support London United, a business-led initiative that will use the talents of the city’s creative industries to raise money for charities supporting young people in London. It will harness the pride Londoners feel in our city to improve the lives of its young people.”

The t-shirt is RRP £35. A second collection of London United/ Ted Baker products is planned for Spring 2012.


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