#NeverSurrender is the name of the capsule collection that Salsa – currently 100% owned by the Sonae group – launched this week, with the purpose of helping the Portuguese Red Cross: the profits of it will revert entirely in favour of the organization’s humanitarian actions.
The collection drew inspiration from the movement with the same name, created in late March by the brand with the goal of being a source of inspiration, as well as to homage and to give a voice to all the ‘heroes’ fighting against Covid-19.
“Since the start of the social confinement, when we began working from home, deprived of what used to be our usual routines, we wanted to be a part of the new reality of our followers, clients and the surrounding community. So we started exploring our internal resources to help, in any way: we used our online platforms to highlight people or initiatives in need of a voice; our manufacturing team sewed personal protective clothing with the materials at hand; and our designers concocted a collection intent on becoming an icon of this movement”, states José António Ramos, Salsa’s CEO.
The collection, available in the online store, comprises two women’s jeans (the Wonder and Secret models), two men’s jeans (Lima and Slender) – featuring a personalized label and complimentary bandana and keychain – and a t-shirt made to the image in the #NeverSurrender movement.