Aurora James is not just asking major retailers to voice their support, she’s urging them to take action. For the past two weeks, the founder and designer of Brother Vellies has spoken on social media about the importance of supporting Black-owned brands and designers, as well as how many businesses are “built on Black spending power.” 

“Black-Owned Businesses are the heart and soul of our communities and they are closing right before our eyes at a rapid pace,” Aurora James wrote. “They are the most vulnerable and have received the least amount of economic support.” 

https://www.instagram.com/p/CAyttttJRSE/

Therefore, as a way to support the Black community at this time and moving forward, Aurora James is asking businesses like Target, Whole Foods, and Walmart to commit 15 percent of their shelf space to Black-owned businesses. Her economic proposal, dubbed the 15 Percent Pledge, is divided into three parts: 

1) Take stock. Assess the current percentage of business given to Black-owned brands and suppliers. 

2) Take ownership. Address any biases within one’s business practices and publicly releases these findings. 

3) Take action. Don’t just strive to reach inclusivity, but instead make a plan to actually achieve it. 

“Black people spend trillions of dollars in this country every year, but yet represent an insignificant fraction of how these companies allocate their purchasing power,” James told InStyle. “I am asking these huge corporations to rethink their business strategy, as well as rethink business relationships in order to fairly represent the Black community on their shelves.”

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Ever since its official launch on June 1, the 15 Percent Pledge has already received immense support through the use of the #15percentpledge hashtag and drawing over 29,000 followers on its Instagram page. Many individuals have also signed the pledge’s petition, which can be viewed here. 

In regards to the fashion industry, major retailers have vocalized their support for Aurora James’ 15 Percent Pledge by committing to the mission and donating to organizations related to the Black Lives Matter movement. 

“I am not saying this is easy. I’m saying this is necessary,” James wrote. 

Check out which retailers have committed to Aurora James’ 15 Percent Pledge below: 

MatchesFashion 

https://www.instagram.com/p/CA_PXUnjp0l/?utm_source=ig_embed

Rent the Runway

https://www.instagram.com/p/CA6mNuBBztj/

Violet Grey

https://www.instagram.com/p/CBEqGVug9r7/?utm_source=ig_embed

ban.do

https://www.instagram.com/p/CBFBQdbjFH5/?utm_source=ig_embed

Loho Bride 

https://www.instagram.com/p/CBLiupcAlMC/?utm_source=ig_embed

Nox Shop

https://www.instagram.com/p/CBLgrmyhasU/?utm_source=ig_embed

Threads Styling

https://www.instagram.com/p/CBFNGS_gvix/?utm_source=ig_embed

HeyDay

https://www.instagram.com/p/CA5Z4ukDtU8/?utm_source=ig_embed

Sephora

https://www.instagram.com/p/CBQyEN5ljJg/

WeWoreWhat

https://www.instagram.com/p/CBGJp3qpjJB/