Plenty of brands say they give back. We wanted to put a number on it and keep ourselves to it.
The number
10% of every profit from More Amoure goes to More Action, our social impact arm.
Profit, not revenue, is the honest measure. It is what is left after costs. If a drop does not make a profit, there is nothing to give from that drop, and we will not pretend otherwise. But every time we do make something, a tenth goes straight out.
Why a tenth?
It comes from the idea of the tithe, which is rooted in our faith. The principle is simple: you give the first part back before you decide what to do with the rest. It keeps giving from being an afterthought.
It also keeps us honest. A number is easy to check. A promise to "support good causes" is not.
What it has paid for
Here is what More Action has done so far:
- Ghana. Over 1,200 sanitary packs handed to girls and staff across 20 rural schools, tackling period poverty directly.
- Birmingham. We took warm clothes and shoes onto the streets and asked one question: what would you spend £20 on right now?
- Telford. Two carloads of non-perishable food for local families.
- Manchester. A coffee morning for Wood Street Mission, then Caps & Cans for Manchester Central Foodbank, where together we collected 148.2 kg of food.
How you are part of it
Every order helps. When you buy a hoodie or a cap, you are not just getting something good to wear. You are part of the next mission. We read out the same thing at every event: the more we succeed as a brand, the more impact we can make.
What we are working toward
We want More Action to grow into something that does more than we can fund from small drops. For now, we do what we can, in person, with the people we can reach.
Read the stories in full in our blog, and see what you can be part of in the shop.
MORE LUV.