Russell Wilson and Ciara Launch Sustainable Fashion House for Gen-Z
(Featuring Liyah and Bella!)

By Sam Kuper

Co-Founders Ciara, Former Lululemon CEO Christine Day, and Russell Wilson

 "The message and purpose Human Nation embodies really resonates with our morals, and we appreciate that they are making a large yet necessary shift in our cultural narrative—taking it in a more positive and constructive direction."  
Liyah and Bella Caldejon 

On Tuesday, the power couple of Seahawks quarterback Russell Wilson and superstar singer/songwriter Ciara, alongside former CEO of Lululemon Christine Day, launched The House of LR&C fashion house—with a little help from our own Liyah and Bella!

Currently comprised of two brands (Russell Wilson’s own “Good Man Brand” launched back in 2016, and HUMAN NATION which launched this week) the House of LR&C intends to disrupt the fashion industry by creating fashion brands that “democratize retail…to make it inclusive, community-led and, above all, to create large scale positive change.”

The Seattle-based fashion house has committed themselves to their sustainable mission in multiple ways. 

Two of our original collectors, Liyah and Bella, doing some modeling work for the House of LR&C and its brand, HUMAN NATION
(photo courtesy of @allhumannation on Instagram)

Environmentally Sustainable Mission

Not only have they registered as a Public Benefits Corp (meaning that the “public good” is a charter purpose of the company, rather than maximizing profit for shareholders), but they are a pending B-Corp, define sustainability through the UN Sustainable Development Goals, and plan on maturing into a carbon neutral organization. By auditing their supply chains using tools like the Higg Index, and using recyclable and biodegradable packaging, the House of LR&C is setting itself up to be a creator and leader of multiple fast-growing sustainable fashion brands.

“Being a brand that can speak to the consumer is really important in times like this."

Community Contributions and Involvement

Bella modeling for a "compassion crop hoodie"
(photo courtesy of the House of LR&C)

But sustainability does not just mean environmental impact to the House of LR&C. Community involvement and social activism is of primary importance in order for them to accomplish their goals. 3% of each purchase from any brand developed by the House of LR&C is “donated to help support today’s youth and develop tomorrow’s leaders” according to their website.

Prior to launch, they also created 500 person confidential research team made up entirely of Gen-Z (their target demographic) in order to provide feedback and develop their product and mission.

According to a 2019 study, 90% of Gen-Z, who is the most racially and ethnically diverse generation, believe that companies need to be vigilant and act in the best interests of social and environmental issues, and 75% would research if companies were being honest when dealing with and taking stands on such issues. 

“Being a brand that can speak to the consumer is really important in times like this,” says Co-Founder Christine Day. “I took over Lululemon at the point of a financial crisis and had to find a way to resonate with consumers and as a result, we were one of the best stories during that time period. So a recession doesn’t scare me if you have the right story and right time.”

Helping with the brand’s launch were two of our original collectors, Liyah and Bella! We are so proud to see how their professional modeling and fashion aspirations have grown in such a short period of time, and are excited to see where they go in the future. 

"It’s important to be aware if you’re working or buying from brands that are environmentally and socially considerate because they greatly impact the world around us and if one is going to impact others it should be a positive one. The message and purpose Human Nation embodies really resonates with our morals and we appreciate that they are making a large yet necessary shift in our cultural narrative and taking it in a more positive and constructive direction."

-Liyah and Bella


Fun fact, LR&C stands for "Love, Russell and Ciara"

Check out the website for the House of LR&C, and make sure to follow Liyah and Bella on Instagram!

Sources

"Russell Wilson And Ciara Seek To ‘Democratize Fashion’ With Launch Of The House Of LR&C," Forbes, December 1 2020. https://www.forbes.com/sites/maneetahuja/2020/12/01/russell-wilson-and-ciara-seek-to-democratize-fashion-with-launch-of-the-house-of-lrc/?sh=d85c0a460b33

"Russell Wilson, Ciara launch 'The House of LR&C' clothing line merging fashion and philanthropy," NBC Sports Northwest, December 1 2020. https://www.nbcsports.com/northwest/seahawks/russell-wilson-ciara-launch-house-lrc-clothing-line-merging-fashion-and




Sam Kuper 
Project Manager, Thrift Collective