Direct-to-Consumer Brands Team Up to Give Back
The Inc. website reported that Rothy’s, ThirdLove, Framebridge, and other companies are partnering to make masks, raise funds, and experiment on new projects during the pandemic. “We were operating in isolation, but heard rumblings that other companies were trying to figure out what they could do,” says Saskia van Gendt of Rothy’s. Rothy’s began reaching out to other businesses. The resulting collaboration grew into The Open Innovation Coalition, a grassroots effort to raise money, create whatever was needed, and support one another during the crisis. In all, 25 brands signed on. “We really feel that this is a unique type of collaboration that didn’t exist before,” Van Gendt says. “We’re trying to see how can we keep the elements of the openness, the sharing, the rapid prototyping and innovation, but potentially look at other ways to collaborate beyond Covid.”
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