Dress with ‘Pride’ this summer - and keep New Zealand blooming Crimson

Can fashion really help the environment? Project Crimson and fashion designer and eco-advocate Laurie Foon of Starfish believe it can and have created a line of unique and stylish eco friendly tshirts since their partnership began in 2008, the profits of which go back into putting more pohutukawa and rata into New Zealand soil.  

Re-released by popular demand for the 2012 summer is the “Pride” t-shirt, a collaboration between Wellington based artist Shona Moller, Starfish owner Laurie Foon and Project Crimson.  Made entirely in New Zealand this 100% cotton tee embellished with the beautiful artwork of Shona Moller can be purchased online at www.projectcrimson.org.nz or at Starfish stores throughout New Zealand.

“The “Pride” tshirt features renowned New Zealand artist Shona Moller compelling interpretation of New Zealand’s pohutukawa” says Laurie Foon, Starfish founder and designer.  “Shona generously donated her time to design the image and we are delighted to be able to run with it again for 2012.”

“I’m extremely honoured to be invited to support Project Crimson” says Moller, “pohutukawa and rata are well loved New Zealand icons and conservation plays a hugely influential and inspirational role in my work.”

Project Crimson is a conservation charity, which has made impressive progress re-establishing pohutukawa and rata (and other native trees) throughout New Zealand.  The Trust was established in 1990 following research that showed over 90% of pohutukawa had disappeared off New Zealand’s coastlines.

Project Crimson Chief Executive, Bridget Abernethy says “Following the runaway success of the “Pride” t-shirt design last year we’re thrilled to see the “Pride” tees hitting the shelves again. Pohutukawa and rata hold so much more value to New Zealanders than their ecological status.  There are millions of individual stories about these great trees – they are very much a part of who we are as New Zealanders. By purchasing one of these you know that you have done your bit to keep New Zealand’s native environment blooming for generations to come. They make a great Christmas gift for friends and family for the summer, or for the homesick Kiwis overseas!”