To our Creed Community –
Over the past several weeks, we made the conscious choice to mute our social channels in an effort to listen and look inward, as we stand in solidarity with the Black community and those around the world against any form of racism. We’ve used this time to think critically about how we can create lasting change that also expresses what is at the core of our beliefs, and by muting our channels, we have been doing important work to make significant changes.
As a 260 year-old fragrance house spanning seven generations from father to son, we believe ardently in the importance of supporting the next generation. After thoughtful consideration, we will donate $15K in proceeds to My Brother’s Keeper Alliance (MBKA) from last week’s Creed Father’s Day sales. MBKA focuses on building safe, supportive communities for boys and young men of color where they feel valued and have clear pathways to opportunity. We will make a second donation to the organization by year’s end.
We have just completed the onboarding process conducted by the organization that will allow us to continue to work with them going forward beyond a one-time donation. We are also partnering with a Diversity & Inclusion consultant and are committed to creating a more diverse Corporate and Sales team. Working with more Black creators and Black-owned businesses to ensure we are a more inclusive and supportive brand is one of our priorities as well.
We recognize this is only the beginning of the work that needs to be done, but as we continue to learn and make change for the better, we are committed to standing by this cause. As always, our inbox is open for conversation on how we can continue to grow and learn together.