Australian bag brand Mimco has launched a new limited-edition tote bag to help local organisation Our Watch drive down violence against women.
This continues the brand’s longstanding partnership with the organisation.
Fifty per cent of the gross profits from each tote sold will directly support Our Watch’s work to prevent violence against women and their children. Over the past decade, Mimco has donated more than $2.1 million to Our Watch.
“Through this collaboration, Mimco continues its commitment to using fashion as a platform for meaningful impact, one tote at a time,” Mimco general manager Jennie Moon said. “We’re extremely proud to continue supporting Our Watch’s vital research and prevention programs, creating meaningful impact.”
Made from durable cotton canvas in a soft pastel pink stripe, the tote features signature Mimco branding that highlights the partnership.
The limited-edition style will be available for $39.95, or $19.95 with any purchase over $100 (in-store only). The tote can be purchased in-store, online or via the Mimco app.
“Our Watch is proud to partner with Mimco on the launch of the Mimco x Our Watch tote, an initiative that brings our shared commitment to equality and respect into Mimco stores,” Our Watch CEO Patty Kinnersly said.
“This long-standing partnership demonstrates the power of brands using their influence for positive change. Every purchase of this tote helps fund Our Watch’s vital work to prevent violence against women and their children, creating a safer future for all of us.”
Mimco forms part of the Country Road Group, which also houses Witchery, Trenery, Politix and its namesake brand Country Road.