Nobis global ambassador Giacomo Giannotti wears the No Cold Shoulder beanie. Photo © Courtesy of Nobis
Canadian winters can be a battle against the elements for anyone—but what if you aren’t even properly equipped? With 8.7% of the Canadian population living below the poverty line, an estimated 1 in 12 families are challenged with finding the means to purchase appropriate winter gear to stay warm during the winter.
That fact alone was enough to convince Robin Yates, Vice-President and Co-founder of Canadian premium outerwear brand Nobis, to get involved. In November 2020, the brand launched No Cold Shoulder, a global campaign which upcycled gently worn winter jackets and put them on to the shoulders of the most vulnerable members in local communities. The program’s heartwarming success is all thanks to generous Canadian consumers who helped by donating their jackets and supporting the cause.
“Nobis is Latin for ‘us’, and since our early beginnings we have embraced the responsibility of community support within both our personal and corporate conduct. The entire Nobis team was extremely excited to continue this commitment in launching the No Cold Shoulder global community campaign. With the help of our retail partners, ambassadors and brand supporters, we helped keep those most vulnerable warm this winter season,” said Yates. “Even during an exceptionally challenging year, people were looking for ways to help. We wanted to make it easier than ever for Canadians to participate and provide warmth to children, families, and individuals in need with the No Cold Shoulder program.”
Starting in November, consumers were invited to participate in a variety of ways to help give the gift of warmth in their community. At the heart of the campaign was a resealable, biodegradable donation mailer bag with pre-paid postage to encourage the donation of a gently worn coat to a local charity in need. Consumers picked up the mailer at Nobis stores and at participating retailers.
In Canada, Nobis donated $50 from the purchase of every piece of outerwear sold during November to New Circles Community Services, a community-based charity operating Toronto’s largest free clothing program GLOW (Gently Loved Outfits to Wear), which annually helps 13,000 newcomers, refugees and economically vulnerable families in Toronto to meet their basic needs and live and work with dignity.
Customers who purchased a jacket on Nobis.com or in-store at Nobis stores and participating retailers received a complimentary No Cold Shoulder beanie along with the mailer bag. No Cold Shoulder merchandise was also available for purchase for those wishing to lend support without donating a jacket, where Nobis donated 100 per cent of the pre-tax purchase price to New Circles Community Services.
Helping to promote the campaign was Nobis Global Brand Ambassador and actor Giacomo Gianniotti. “This is the year that we have seen the true meaning of the word community and how we are inextricably linked. I’d like to thank all my fellow Canadians for helping to keep the most vulnerable amongst us safe and warm this winter,” says Gianniotti.
Who Nobis Worked With
Nobis worked with charities across Canada to distribute all collected gently worn jackets.
The Bissell Centre, based in Edmonton, works with communities to empower people to move from poverty to cultural, social, and economic prosperity. Their 10 Year Plan to End Homelessness has helped over 6,000 people find homes.
The Brunswick Street Mission, located in Halifax, seeks to inspire a better quality of life that addresses physical, emotional, practical, and spiritual needs for those experiencing poverty.
Lookout Housing and Health Society is a Vancouver-based charitable organization and social safety net that provides housing and support services to adults with low or no income, with minimal barriers.
Mission Old Brewery in Montreal helps homeless men and women meet their essential needs while finding practical and sustainable solutions to end chronic homelessness, helping them take control of their lives and assume their rightful place in the community.
New Circles Community Services is a Toronto-based, not-for-profit, grass-roots agency that builds strong and caring communities by providing basic necessities to those living in poverty. They provide much-needed clothing, employment skills training, and more to support local families struggling with poverty.
The Lighthouse, located in Saskatoon, Saskatchewan, aims to brighten the lives of seriously ill children and their families, and provide the best possible care through in-home respite services, variable length-stays at Maison André-Gratton, and other resources to make their lives as healthy and happy as possible.
Main Street Project is a Community Health Centre dedicated to serving the needs of Winnipeg, Manitoba’s most vulnerable residents.
The House of Nazareth is a temporary emergency shelter, free of charge, that helps vulnerable people and families in the Greater Moncton area to become independent and active members of society.
Source: Statistics Canada, Canadian Income Survey, 2018