Shona Joy is set to release its first ever capsule collection of cotton fashion sweats and branded tees on August 9.
This is the first such venture for the brand, which specialises in cocktail dresses, bridal gowns and dressier separates.
For every garment sold from the 22-piece collection, Shona Joy will donate $5 to Women Sport Australia to assist in the campaign toward gender equity for women in sport.
Women Sport Australia (WSA) is the country’s peak national not-for-profit organisation committed to creating equal opportunities for women and girls in sport.
WSA president Carol Fox said the venture will create change.
“We are very excited to partner with Shona Joy on this capsule collection and know that this collaboration will further enable WSA to promote the stories of our incredible sportswomen and advocate to effect lasting change.”
In addition to a committed donation, Shona Joy will be using their channels to amplify the voice of WSA and share the stories of some of Australia’s incredible female athletes with the hope of inspiring others to follow in their footsteps.
The full SJ Sport Collection will be available online from August 9.
Shona Joy recently opened up about the challenges facing brands during COVID-19, with the latest venture part of an evolving pivot for the brand.