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The ÏDKIDS Foundation launches the Jacadi X Tohana charity tote bag

The ÏDKIDS Foundation is launching the Jacadi X Tohana charity tote bag in partnership with the JACADI brand and in association with the Tohana Madagascar charity. Based on a social business model, this project teaches Madagascan women in very vulnerable situations to sew bags from leftover stocks of exclusive Liberty fabrics. These bags will be on sale from 8th January 2020 in all Jacadi stores in France and on the website. All of the profits will be donated to the Tohana charity.

4 organisations are behind the creation in January 2019 of the Tohana charity (the word means “support” in Malagasy):

  • The ÏDKIDS Foundation, working to help vulnerable children for 10 years,
  • The ATIA–Interaides international NGO through which the Foundation has been working with the most vulnerable families and children in the shanty towns of Antananarivo,
  • Jacadi Paris, whose most beautiful collections have historically been made in Madagascar,
  • And its local industrial partner, the LOI factory. Manufacturing in Antananarivo.

Together, they founded a social business that would teach very vulnerable mothers the skill of sewing.

Helping parents means you are also helping children.

Supporting this project is a way for Jacadi to help the population on this island move forward and develop. Passing on sewing expertise whilst helping women learn a new skill and trade was therefore a natural way to contribute.

To achieve this, the ÏDKIDS Foundation and Jacadi financed the refurbishment of a production workshop in the heart of the shanty town, the purchase of sewing machines, fabric and materials and the recruitment of supervisory staff. The Jacadi teams created the business model and, with the ÏDKIDS Foundation, helped with the women’s training organised by Tohana and expert seamstresses from LOI Confection.

By buying over 3,500 metres of exclusive Liberty® leftover fabric for the Tohana charity, this Jacadi community project is clearly embracing the circular economy initiative.

Finally, by selling these reusable tote bags, Jacadi is raising the awareness of its customers about preserving the environment by reducing packaging and plastics.

A lovely bag for a lovely gesture!

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