A helping hand  

Brummell takes a look at the innovative solutions leading brands are putting in place to help the fight against Covid-19    

People 9 Apr 2020

Thom Sweeney has just launched its first ecommerce store

Thom Sweeney has just launched its first ecommerce store with 10 per cent of sales going to help combat Covid-19 in London and New York

Thom Sweeney

The menswear brand’s founders, Thom Whiddett and Luke Sweeney, have promised 10 per cent of all sales from Thom Sweeney’s new ecommerce site to help in the fight against Covid-19. The money will be donated to two charities working in London and New York – the two home cities of the brand. In London, Thom Sweeney will be donating to Heroes, a charity set up to support the welfare of NHS staff during the crisis including the provision of PPE, counselling and helping to facilitate the delivery of hot meals from restaurants. In New York, Thom Sweeney is donating to the New York City Mayor’s Covid-19 Emergency Relief Fund, which is helping to support healthcare and essential workers as well as local small businesses, displaced hourly workers and vulnerable New Yorkers. thomsweeney.co.uk

Ralph Lauren

Building on its long-standing collaboration with the world-leading London cancer centre, Ralph Lauren’s Corporate Foundation has made a donation to The Royal Marsden Cancer Charity that will enable The Royal Marsden NHS Foundation Trust to purchase a specialist machine to test for Covid-19. The virus presents an especially challenging risk for people with cancer, who are often immunocompromised as a result of their treatment. On-site testing will enable The Royal Marsden to find out whether patients have the virus or not sooner, and the testing will be rolled out to benefit other people with cancer and NHS frontline staff across London, as part of a newly announced cancer hub being led by The Royal Marsden, University College London Hospitals and Guy’s and St Thomas’s Hospitals. Ralph Lauren will also donate 50,000 Ralph Lauren products, including pyjamas, T-shirts and other loungewear, for NHS staff across UK hospitals, in collaboration with Helpforce. ralphlauren.co.uk/feature/rl-donation

Oliver Spencer

The British menswear brand has been a long-standing supporter of Shine Cancer Support and has pledged to donate 10 per cent of all sales throughout the quarantine period to the charity. Oliver Spencer made the decision to further its support for Shine Cancer Support during this period due to concern that important causes were no longer receiving the level of aid they need while the country concentrates on combating the Covid-19 outbreak. Shine works with young adults in their 20s, 30s and 40s who have cancer to offer them tailored information and support. Learn more about Oliver Spencer’s initiative on the brand’s website; oliverspencer.co.uk

Richard James

The Savile Row tailor is offering 30 per cent off anything purchased from its ecommerce site, with 5 per cent of all sales going to the NHS until further notice. Richard James has also joined the Scrub Hub initiative to make scrubs for the NHS. Scrub Hub is a network of volunteers who are making scrubs to order for frontline healthcare workers. Other Savile Row brands taking part include Huntsman, Cad & The Dandy, Ede & Ravenscroft and Norton & Sons. richard-james.com

Mulberry's Somerset factories are making reusable PPE gowns for the Bristol NHS Trust
Mulberry’s Somerset factories are making reusable PPE gowns for the Bristol NHS Trust


Mulberry has a range of innovative programmes in place as part of the brand’s Coronavirus Appeal in support of the National Emergencies Trust. The luxury fashion label is donating 15 per cent of the brand’s digital sales to NET and is also asking customers enjoying its Take Root, Branch Out digital programme of live-streamed performances and classes, fun activities, Spotify playlists and creative commissions to donate to the appeal too. Mulberry is also producing 8,000 reusable PPE gowns in its Somerset factory for the Bristol NHS Trust. Find out more about the Take Root, Branch Out campaign here. mulberry.com

Bremont Watches

British watchmaker Bremont has put in a bid to the government to help manufacture parts for much-needed ventilators in the UK. Mechanical watchmaking is micro-engineering that sees watch movements and components machined to a couple of microns tolerance (a human hair would be around 80 microns to put it into perspective), and interestingly, Dr Ian Charles Woolrych English, the grandfather of Bremont’s founders Nick and Giles English, is credited for having developed the Brompton Manley ventilator with Roger Manley in 1970. bremont.com


The British luxury outerwear and leather specialist is joining forces with The Big Issue Foundation to help support the homeless. Self-isolation is hardest of all for those who don’t have a home and with the lifeline of selling the Big Issue magazine taken away from those who need it the most, homeless people are more vulnerable than ever. In order to support this community, Belstaff has pledged that for every jacket sold, from now until 15 May, the brand will donate one completely free to a Big Issue seller, ready for them to use as soon as they are able to resume their work. Belstaff currently has a spring sale of up to 30 per cent off, making it an even better time to look for a new jacket. belstaff.com

Yatay has pledged to donate a pair of its shoes to the doctors at Hospital Humanitas in Milan for every pair it sells
Yatay has pledged to donate a pair of its shoes to the doctors at Hospital Humanitas in Milan for every pair it sells


Vegan sneaker brand Yatay already has good causes close to its heart, with a commitment to the environment; to offset the carbon emissions during production by planting a tree for each pair of Yatays sold. Now, in light of Covid-19, for every pair it sells the brand has pledged to donate a pair of its shoes to the doctors at Hospital Humanitas in Milan for the foreseeable future. Despite being a small brand, it has been incredibly moved by the show of solidarity in Italy, and this gesture is to show its appreciation to heroic healthcare workers. yatayatay.com

House of Garrard

Jeweller Garrard has created a gifting initiative to honour frontline workers who are keeping Britain going through the Covid-19 crisis. House of Garrard is inviting their followers to nominate an “angel” who has inspired them via the brand’s Instagram page. Each Sunday Garrard will announce that week’s chosen nominees on Instagram, each of whom will receive a silver gift inspired by the jewellery houses iconic Wings Collection, which fittingly symbolises peace and protection. @houseofgarrard, garrard.com

Emma Willis

Another Jermyn Street shirtmaker that has turned its cutting tables into sewing machines to produce NHS hospital scrubs is Emma Willis. Using Swiss cotton it already has in stock for speed, the medics are sure to be glad of cooler cottons than the usual polyester cotton, as they have to wear the scrubs under protective overalls. The brand will be grateful of donations towards the cost of the fabric – £30 will cover one pair of scrubs – and once normality resumes, the names of all donors will be placed into a hat. The winner picked out will receive two bespoke shirts of their choice. To make a donation, please click here; emmawillis.com

Turnbull & Asser has reconfigured its factory to make NHS scrubs
Turnbull & Asser has reconfigured its factory to make NHS scrubs

Turnbull & Asser

As a British brand that has endured some of history’s most testing times in its 135- year history, Royal Warrant-holding shirtmaker Turnbull & Asser understands the importance of serving the nation. In support of those on the frontline, a dedicated team of Turnbull machinists and management have stepped up to serve those who serve our country; creating scrubs for those on the NHS frontline. Equipped with personal protective equipment, Turnbull’s team of skilled workers has returned to their Gloucester workrooms – reconfigured to accommodate responsible social distancing – to sit at new machines brought in especially for the production of NHS scrubs. turnbullandasser.co.uk

Hugo Boss

The German super brand has dedicated its manufacturing facilities at its global headquarters in Metzingen to produce face masks for donation to public facilities. Hugo Boss quickly retooled its clothing production line to make cotton-blend face coverings that can be washed and reused more than 50 times. While unsuited to clinical use, the masks can be used by the police and fire departments and in nursing homes. The brand has promised to make 180,000 masks in the coming weeks. hugoboss.com


The classic British clothing and leather brand will donate the profits of its new initiative, Love My Old Connolly, to the charity Covid Smart for the next four weeks. Love My Old Connolly is a specially curated selection of archive clothing available at reduced rates and which promises to add sophistication along as a sense of wellbeing to any wardrobe. Covid Smart has been set up to support frontline workers, including medical professionals, key workers, care home workers, teachers, delivery drivers and many more, in the fight against Covid-19. connollyengland.com

Acqua di Parma is donating ecommerce revenue to help fight coronavirus
Acqua di Parma is donating ecommerce revenue to help fight coronavirus

Acqua di Parma

Motivated by its deep love for the Italian arte di vivere and desire to preserve the country’s art, nature and culture for present and future generations, Acqua di Parma has launched the #StayHome solidarity campaign to help fight the coronavirus crisis in its home country, Italy. The brand will donate 100% of e-commerce revenues from the Home Collection and personal care products sales to support initiatives assisting during the coronavirus crisis. acquadiparma.com


The British fashion leader has been a frontrunner in dedicating resources to help in the fight against Covid-19. The brand has provided investment to Oxford University to help fund the development of a vaccine for Covid-19. Burberry is also donating to charities including The Felix Project and FareShare that are dedicated to help alleviate food poverty, including support for food banks and free school meals. The brand is also using its global supply network to help fast-track the delivery of 100,000 surgical masks to the NHS and has retooled its trench coat factory in Castleford, Yorkshire to make non-surgical masks and gowns for patients in hospitals across the country. burberry.com


Private aviation firm Jetfly has been aiding medical professionals in Europe by making its fleet of Pilatus PC-12 aircrafts available, free of charge, to transport frontline care workers and medical equipment to regions in need of extra support. Within 24 hours of Jetfly proposing the idea to them, its client base donated 150 hours of their flight time to the cause. The first flight transported care professionals from Grenoble to Ajaccio on 7 March. In order to handle requests from medical professionals from all European countries, a dedicated 24h operational unit has been set up. Requests should be sent either by email to medical@jetfly.com or by phone to + 352 2643 2727; jetfly.com 

Bulgari is donating thousands of bottles of hydroalcoholic sanitising gel
Bulgari is donating thousands of bottles of hydroalcoholic sanitising gel


Having supplied some of the most affected Italian medical establishments with several hundred thousand bottles of hydroalcoholic sanitising gel at the ICR factory in Lodi, Italy – its historical fragrance partner – Roman jeweller Bulgari first extended its support to Switzerland, and has now promised to help the UK in its battle against Covid-19. At the beginning of May the brand will deliver a donation of more than 160,000 bottles of medical-grade hand sanitising gel to the NHS. The bottles are recyclable and, at 75ml, in a format small enough for medical staff to have with them in their pockets at all times. bulgari.com

Cucumber Clothing

Cucumber Clothing, a new innovative and sustainable British fashtech label for women, is committed to considering every step of its production process in order to minimise environmental impact. Also committed to supporting charitable and social enterprises, Cucumber has linked with UpWrap to use offcuts from its clothing production to make reusable fabric face masks, freeing up medical-grade face masks for healthcare workers. UpWrap is coordinating a volunteer effort for the production and distribution of face masks to be immediately donated to healthcare workers and communities most at risk. Individuals and companies can all support this initiative by visiting UpWrap’s websitecucumberclothing.com