Molly Howard, co-founder of La Ligne, said her brand has never shied away from supporting political causes. In 2016, the company sold a shirt that said “je suis avec elle,” meaning “I’m with her” in French. But in 2020, the brand, like many, has found itself leaning even more into unabashed political statements and away from a false pretense of neutrality.
The company released on Tuesday a collection of T-shirts and masks designed in part by artist Cleo Wade and emblazoned with calls to vote. One-hundred percent of the proceeds are going to Stacey Abrams’ Fair Fight organization which protects voting rights and helps register people from underrepresented communities to vote. Howard said the brand sold out of over 1,000 masks within the first hour and that its factory in Portugal agreed to rush another shipment at no extra cost to meet demand.
La Ligne joins a diverse range of brands and retailers — including Gap, Old Navy and American Eagle — that are all launching prominent voting-rights-themed collections and campaigns in the coming weeks, particularly with a progressive bent.