Fern Kelly didn't need to build purpose into Pim Cha Nok. As a brand-new Australian fashion label, she could have launched purely on design and worried about everything else later — most new labels do. She chose not to.
From her very first collection, Fern built a genuine giving model into the brand: every Pim Cha Nok bag sold funds 10 meals for Australian families experiencing food insecurity, through a direct partnership with The Mini Farm Project. That's a real commitment for a label still establishing itself, and it says something about how Fern sees the relationship between a new business and the causes it can support from day one, rather than waiting until the brand is bigger and the margins are safer.
We were drawn to Pim Cha Nok for the same reason we think Fern's early customers will be: the bags are properly designed and properly made, not merchandise with a cause bolted on. That matters, because a product people would buy anyway, cause or no cause, is the only kind that keeps funding meals long after the novelty of a new label wears off.
This partnership also does something for us that our other products can't: it puts our mission in front of a fashion audience who'd never otherwise come across a farming charity from Logan. That crossover is exactly the kind of reach a young, ambitious label makes possible — and exactly why we're glad Fern said yes.
Shop the collection at www.thepimchanok.com.
