Good Earth celebrates 26th birthday by supporting The Wildlife Trust of India

By

Isabelle Crossley

Published
Jan 25, 2022

Fashion and lifestyle brand Good Earth is celebrating its 26th birthday and is raising awareness about endangered animals with charity The Wildlife Trust of India through a new art initiative. 

Good Earth, a brand which has long supported sustainable and eco-friendly garment manufacturing processes, is working to raise awareness about species which are endangered in India and South Asia, the brand announced on Facebook. As part of its birthday initiative, the brand’s Nitin Brijwal designed an exclusive poster in collaboration with UK-based artist Rebecca Campbel titled ‘Living on the Edge’ which Good Earth is retailing on its website with all proceeds going to The Wildlife Trust of India. 
 
“Birthdays are milestones when we count our blessings and look ahead with hope for a better future for all,” said Good Earth’s founder and creative director Anita Lal, Good Earth posted on Facebook. “On our birthday we want to highlight the plight of certain animal species that, perhaps unknown to many of us, are being threatened with extinction. ​The Wildlife Trust of India among many others, is working tirelessly to stem the decline of the numbers of our vulnerable animals. We want to contribute to this valiant effort in any way we can.​”

“While everything seems idyllic, these species, on the brink of extinction, are literally living on the edge,” said Lal. “Our hope is that the artworks help create awareness and sensitise us and the younger generation to think more about ways to live sustainably.”

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