DAMSON MADDER PARTNERSHIP
In 2024, Wen and sustainable fashion brand Damson Madder launched a creative charity partnership, grounded in shared values of equity and climate justice. The collaboration aimed to engage audiences in positive conversations about ethical fashion, challenge overconsumption, and Wen’s vision of an intersectional eco-feminist future.
Kicking off with purpose
The partnership launched with a Black Friday collaboration, with a stand against fast fashion, and a focus on Damson Madder’s ethical BCorp credentials as a counter-narrative to the biggest online shopping day of the year.
Damson Madder donated 10% of its profits on Black Friday and Cyber Monday to Wen, raising £11K in two days and sparking positive conversations online about ethical fashion.
Fifth birthday with purpose
In Spring 2025, the Damson Madder team supported Wen once again as part of its fifth birthday celebrations, with an immersive pop-up store in London’s Covent Garden and a sister store in New York.
The launch featured a limited edition apparel and accessories collection, including a charity T-shirt, which was sold, with all profits going to Wen. Proceeds, coinciding with International Women’s Month in March, supported Wen’s work to empower women, especially those from racialised and marginalised communities, to take climate action and advocate for systemic change.
Fifth anniversary event in Covent Garden
Getting hands-on for Earth Day 2025
To mark Earth Day 2025, the organisations came together, with the Damson Madder team rolling up their sleeves to join Wen for a day of community action and connection in our East London Limborough Community Hub garden.
Wen and Damson Madder teams together at Limborough Community garden.
The staff team at Damson Madder had a briefing from Wen’s Co-Directors on our campaigns, grassroots work and theory of change. There was time to discuss new ways to collaborate. They then got hands-on with gardening and building a pond to encourage wildlife. Lunch was cooked by Wen’s Co-director and some of the Damson Madder team in our on-site kitchen and later eaten together out in the community garden.
After more gardening, the team was joined by some of the community gardeners to eat cake and drink tea. Conversations were had with translation support, bringing people and purpose together. The teams shared their reflections, deepened their understanding of eco-feminist justice and connected through food, culture and care.
Morning briefing at Limborough Community Hub
Damson Madder team busy in the community garden
“This partnership goes far beyond brand. It’s about values. Damson Madder’s commitment to sustainability and its creative approach to its partnership with us shows what is possible when business has a focus on people and planet.”
– Kate Metcalf, Co-Director, Wen
“Partnering with Wen has deepened our understanding of what sustainability really means. Wen’s work around eco-feminism is bold and inspiring and we are proud to help share that story with our community.”
– Emma Shepherd, Head of Marketing, Damson Madder:
The impact so far:
- £11k+ raised to date
- 72+ staff volunteering hours
- 100k social media reach
- Strong brand alignment with ethical audiences
Find out more about partnering with Wen.
