Press Release


0 Comments May 12, 2014 Press

 Press Release

Hong Kong – May 14, 2014

Trendsetting for Real Change: Maximal Concepts and The Mekong Club Team Up with Fashion Brand Kingdom Wear for the Hong Kong Launch of New Philanthropic T-Shirt Collection

On May 20, Hong Kong’s first philanthropic fashion label Kingdom Wear unveils its exclusive new range of men’s ready-to-wear t-shirts. The Tradition line of shirts is reflective of the brand’s belief that fashion — and style — need not be at the cost of human suffering. As part of their guiding ethos “Trendsetting for Real Change” and in collaboration with the not-for-profit organization, The Mekong Club, Kingdom Wear will donate 20% of all net profits towards the charity’s efforts to abolish slavery in Asia.

“The Mekong Club and Kingdom Wear have teamed up to raise awareness, promote action and provide the resources required to help fight the problem.  This unique partnership offers a new way of tackling an important social issue. The Mekong Club is proud to be a part of this endeavor,” said Matt Friedman, international human trafficking expert and co-founder of The Mekong Club.

The Tradition range of t-shirts, which bring to life five inner personality types, are manufactured in Asia in accordance with the California Transparency in Supply Chains Act of 2010, working towards a zero child or forced labour policy. “All it takes is a little bit of thought — ethical practices, internal accountability and responsible compliance can make a big difference to our world. And if it means spending a bit more to have that peace of mind, then I know what my decision would be,” said Kingdom Wear co-founder, William Budden.

The launch event for the young fashion brand is to be held at Stockton, the latest success story from culinary hot-house, Maximal Concepts, who will also be supporting The Mekong Club via it’s “Give a cluck” chicken taco promotion in coming months at Brickhouse, with 5% of every taco purchase going back to the charity. Brickhouse staff will be wearing Kingdom t-shirts in order to raise awareness and support.

Guests at the event will include fashion designer Madeleine Thompson from her eponymous womenswear label, and husband Joshua Green; acclaimed restaurateur and co-founder of Maximal Concepts, Malcolm Wood; E! News Asia presenter Dominic Lau and Li & Fung Group of Companies’ deputy chairman Jeremy Hobbins — among others.

The models and faces of Kingdom’s online campaign, shot by famed Hong Kong photographer Sean Lee Davies, will also be present on the night.

Content from the event will also be released live through Kingdom Wear platforms including Facebook, Twitter, Instagram and Youtube, sharing the experience with the Kingdom Wear community in Hong Kong and Australia.


In Collaboration with Maximal Concepts & Branded Spirits Limited
maximal_logo  branded_spirit_logo



Press Contact:
Ben Cameron, / 852.5360.3369

Notes to Editors:

1. Images are available at Kingdom Media Kit

2. Social Media Links — | | | #KingdomLaunch

3. Kingdom Wear is a philanthropic Hong Kong fashion label, established in 2014, which
donates 20% of net profits to help eradicate slavery and human trafficking in Asia.