Selfridges finds its sea legs

The latest charitable undertaking from London store Selfridges is not the first example of rag trade philanthropy we’ve seen. Gucci has had a long-standing relationship with UNICEF’s ‘Schools for Africa’ and Paul Smith produced a line of T-shirts for the War Child album back in 2009.

Selfridges, however, has this month gone from yellow to green in a bid to tackle marine sustainability. With Greenpeace in tow, the retail giant has devised Project Ocean, for which each of the four stores will carry everything from sustainably sourced fish products, to a range of t-shirts and bags designed by Katherine Hamnett.

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Alongside the commercial stuff, conceptual artist Beth Derbyshire and sculptor Jason Hackenwerth will be showcasing a range of marine-inspired art - a maritime extravaganza indeed. The Project Ocean campaign runs from May 5th to June 12th, for more information visit Selfridges.com