A COLD WALL
University Project
Brand Overview: A Cold Wall
A Cold Wall is a luxury streetwear brand and fashion label, self-described as a ‘material study for social architecture founded in 2014 by Samuel Ross. The former protege of Virgil Abloh, Ross is the designer and founder of A-Cold-Wall, which has more than 115 global luxury stockists.
Ross was a finalist for the LVMH Prize and ANDAM award and won a British Fashion Award. Retail partners include Dover Street Market, Selfridges and Barney's. In 2018, the company reported a turnover of EUR 8.4 million. Brixton-born Samuel Ross is the creative director of A Cold Wall and an artist who creates furniture and installations, known for working to help young Black creatives, making the Black Creator Fund.
Charity Overview: London Homeless Charity Group
ACW x MyPowerbank x SPIRES Charity
We chose the charity Spires to collaborate with, and they are a south London-based charity that has been supporting local communities for the past 30 years. A reason we chose this specific charity is that they focus on homelessness in South London, which is where Samuel Ross, the founder of A Cold Wall, is from, creating a connection between the brand and the cause. Their mission is to support people in their time of crisis before they become homeless, as well as people who are already experiencing homelessness, and put them into safe accommodation. Their focus is targeted interventions to address housing needs while providing support to address the underlying cause of homelessness.
Consumer Moodboard
The Consumer
Spotlight: Central Cee
Oakley Caesar-Su, known professionally as Central Cee.
He is a British artist born and raised in Ladbroke Grove. We chose Central Cee to be the face of this campaign because he will resonate with the target audience while bringing wider attention to other people and potentially an international audience.
This partnership also works best with him as it is on brand for him, and he is seen quite frequently on a bike. ACW is a fashion brand influenced by working-class Britain, and Central Cee grew up in a working-class Britain.
Mock Up- Music Video
Make a clip of Central Cee wearing ACW while riding a bike in London, and put it in his music video. Include a close-up and a full body scene.
For every sale of the same garment from the video, 3 pounds go to charity. Wearing the same ACW pieces and riding a bike could become a trend in London. More and more people would be influenced, and the power bank would be charged. Homeless people could charge their phones.
Bike Life
Why they’re a good fit:
Community Spirit demonstrates a strong sense of camaraderie and community support, which makes people more likely to rally behind a cause like homelessness.
Active and Mobile workers easily traverse different parts of the city, can engage directly with homeless populations, and can distribute resources effectively.
Social Media Presence
DIY Culture
Events and Gatherings frequently organises events and gatherings, providing opportunities to raise funds, collect donations, and spread awareness about homelessness.
Advocacy Skills
Physical Fitness and Well-being The community values physical fitness and well-being, making it more likely to support initiatives that improve homeless individuals' health and living conditions.
By leveraging these attributes, the London bike life community can play a significant role in starting and supporting a homelessness campaign through direct outreach, advocacy efforts, fundraising activities, or raising awareness through their networks.
Research Backing Mock Up
Central Cee’s music video has an average of 1.5 million views. Cyclists are now the single largest vehicular mode counted during peak times on City streets. 40% cycling during peak hours and 27% cycling throughout the day. With around 25 minutes of pedalling equating to one full phone charge.
Press Release
FOR IMMEDIATE RELEASE
A Cold Wall and Santander Bicycles Collaborate for a cause: Powering Change for London’s Homeless
London, UK - June 2024 = A Cold Wall(ACV) is proud to announce a collaborative fundraiser with Santander Bicycles and the debut of Luke Talbot’s innovative MyPowerbank. This initiative aims to provide free phone charging facilities to people experiencing homelessness in London, utilising the pedal power of rental bikes to generate electricity.
Key Points
Introducing MyPowerbank: Luke Talbot's MyPowerbank is a portable charger designed to harness the pedal power of rental bikes, such as those provided by Santander Bicycles. This ingenious device allows individuals experiencing homelessness to charge their phones for free while utilising the city’s bike-sharing infrastructure
Pedal-Powered Charging: MyPowerbank connects to the rear wheel of a rental bike. As the bike’s chain moves when pedalling backwards, it activates a tiny pedal-powered generator within the charger. The electricity generated is then stored in MyPowerbank’s internal batteries, with approximately 25 minutes of pedalling equating to one full charge
Fundraiser Spotlighting Central Cee: As part of the fundraiser, London-native rapper Central Cee will be featured in his next music video biking around the city on a Santander bike. Central Cee’s involvement aims to raise awareness and encourage participation from his fans and supporters of A Cold Wall. Fans are invited to join the rapper as he bikes around London, spreading the message of empowerment and community engagement.
Supporting homeless Charities: All proceeds raised by the fundraiser will be donated to homeless charities in London. This includes funds raised through merchandise sales.=, donations and sponsorships. A Cold Wall is committed to making a tangible difference in the lives of those experiencing homelessness, and these donations will provide vital support to organisations dedicated to assisting this vulnerable population.
Charging Stations For The Homeless: MyPowerbank charging stations will be installed at various locations, providing free phone charging facilities to individuals experiencing homelessness. By utilising bicycle pedal power, these charging stations offer a sustainable and accessible solution to address the needs of the homeless.
About A Cold Wall(ACV):
A Cold Wall is a London-based fashion label known for its innovative designs and commitment to social consciousness. Founded by Samuel Ross, ACW blends streetwear elements with high fashion, creating thought-provoking collections that challenge connections and inspire change.
About Santander Bicycles
Santander Bicycles, also known as Santander Cycles or Boris Bikes, is a public bicycle hire scheme in London. Operated by Transport for London(TFL), it offers convenient and eco-friendly transportation options for residents and visitors alike.
For media inquiries, please contact: NAME@ACOLDWALL.COM.
Note to Editors:
Please join us in spreading the word about this impactful initiative to empower London’s homeless community. I appreciate your support.
