Empathy is one of the main characteristics or qualities that are sought to strengthen in global society, for for no one is a secret that understanding the problems and needs of others is the key to promoting tolerance in the same way and leaving aside selfishness which is not ideal when seeking collective benefit.
It is for this reason that, thinking of the people who must face the rejection of the world by being deprived of their liberty because of the mistakes they may have made in the past, but who are ready to be forgiven and reintegrated into the community, the success Group and the Fundación Acción Interna, a non-profit organization that works for the family, social and work reinstatement of convicts, and in the prevention of recidivism, have created a striking strategy.
This is the launch of a new collection of clothes called 'Johana Bahamón + people', which is aimed at "people with an urban style and who find in the jeans and the new silhouettes, a comfortable alternative for every day, including: broad boot jeans, dresses, enterizos and Bermudas; crop tops, joggers, T-shirts and jackets with social messages", says Johana Bahamón, founder of the Foundation for Internal Action.
In fact, the Colombian actress has worked on the design of each model of the collection, together with a team from the people brand, in which you can see broad boot jeans, enterizos, Bermudas, dresses, crop tops, t-shirts, joggers and jackets that contain social messages. It is worth mentioning that the material that will be the main protagonist in this line is denim, as a symbol of "work, inclusion and democratization of fashion".
The novel collection is made up of 24,000 units of 97 references, and has been available since October 19 in 58 successful warehouses, distributed in different parts of the national territory. Prices of clothing vary from 29,000 pesos to 99,000 pesos.
It should be noted that, for the promotion of the new collection, persons deprived of their liberty and their families took part in the taking of photographs and videos, reflecting "the values of our work, empathy, forgiveness and reconciliation" and also "the importance of second opportunities", in order to change the stigma of this population.
"we want this collection to have an impact on reconciliation between the prison and civilian population. Here you can see closely all your talent and commitment, from clothing to the minimum details of the campaign," Bahamón adds.
However, this is not the only thing that includes the campaign, it also calls on people from anywhere in the country to make their donations of the jeans they have in good condition in selected successful warehouses (Envigado: success Wow, Bogotá: success Wow country and success 80 Street, Cali: success La Flora, Barranquilla: success Wow), which will be delivered to different prisons in Colombia; those who do will receive a 30% discount on the garments in the collection.
