WWD.com/fashion-blogs/feed_projects_decamps_at_new_y-11-05

the Insiders

Archives

May 16, 2011 1:09 PM

FEED Projects Decamps at New York's Little Cupcake Bakeshop

On Friday, FEED Projects launched a shop-in-shop at both locations of New York's Little Cupcake Bakeshop.  The shop features select merchandise for sale, including T-shirts and tote bags (with a round, red circle on one side and the words...

On Friday, FEED Projects launched a shop-in-shop at both locations of New York's Little Cupcake Bakeshop.  The shop features select merchandise for sale, including T-shirts and tote bags (with a round, red circle on one side and the words "FEED JAPAN" stenciled on the other), with a portion of all sales going directly to disaster relief efforts. FEED.jpg"Of course, after I saw the devastation on the news I wanted to help in any way I could," Lauren Bush, the brand's founder, told WWD. "The quickest way we could do that is launch the FEED Japan collection."

Within days of the tsunami's aftermath, the FEED team began developing the line and launched pre-sales on its Web site. Three weeks later, the first $35 bags were rolling out, and more than $10,000 has been raised so far.

Also available at the shop-in-shop: A selection of burlap and canvas FEED bags and a custom LCB + FEED tote that's only available in-store. Every item for sale has a measurable charitable donation; the sale of this tote, which celebrates the Little Cupcake Bakeshop and FEED Projects collaboration, funds 10 meals through the United Nations World Food Programme's School Feeding operations.

Additionally, the bakery will be selling FEED cupcakes that will each fund one meal for a child. For every cup of coffee, the bakery will fund a meal, as well.

For now, the shop-in-shop will be an ongoing project. "It's different with emergency relief," Bush said. "To be honest, we're going to be selling the bags until organizations we're supporting say, 'Hey, we don't need the support any longer.'"

Little Cupcake Bakeshop (Nolita) 30 Prince St., 212-941-9100

Little Cupcake Bakeshop (Brooklyn) 9102 Third Ave., Bay Ridge, 718-680-4465

-- Erin Lindholm
load comments

ADD A COMMENT

Sign in using your Facebook or Twitter account, or simply type your comment below as a guest by entering your email and name. Your email address will not be shared. Please note that WWD reserves the right to remove profane, distasteful or otherwise inappropriate language.