In 2020, Anti-Do-To launched as an activist brand that aims to create and inspire change through concrete action that goes beyond offering a core collection and a forthcoming series of collaborations with designers, creatives, collectives and other like-minded brands.
Behind the brand there is a Benefit company that was founded in Italy in 2016 and later was legally accepted in other countries/regions, including 35 states of the US, Puerto Rico, Colombia, British Columbia and Scotland. The organization’s goal is dedicated to prioritizing positive impact projects that benefit society and the environment over merely generating profits.
As stated in Anti-Do-To Manifesto, clothing can be a vehicle of change. With this in mind, 50% of the net profits generated from each garment’s sale are donated to social impact projects, mostly collaborative partnerships that support causes close to the Anti-Do-To world. Among most important causes there are projects involved with the future of our planet, inclusion, the importance of mental and physical wellbeing and the communities in which its activists operate and live.
Sweatshirt by Anti-DoTo
Anti-Do-To also operates through a platform that can amplify stories and content about individuals and communities it considers as drivers of change.
The first initiative the brand is supporting is the finalization of a skatepark in the port of Gaza, as the project’s goal is to create, through a passion for skateboarding, a naturally inclusive meeting place for youth and a place for free self-expression.
Ha’Ramba Skatepark in Gaza, a project supported by Anti-Do-To
The brand offers an essential wardrobe, that is functional, versatile and seasonless. Its first collection is available exclusively online on the brand’s website anti-do-to.com and is composed of 15 styles including T-shirts, sweatshirts and hoodies, also in a knitted version, along with fluid pants, shorts, waterproof jackets, a beanie and a baseball cap.
Sweatshirt by Anti-DoTo
It is designed to outlast the test of time and is crafted ethically in Italy according to high-quality standards and made with 100% sustainable materials. The planned collaborative pieces will launch soon. The collection’s prices range from about €50 for a T-shirt to €95 for sweatpants and €120-€140 for a sweatshirt, up to €250 for an anorak.