ENCORE Aurora James (Founder, Fifteen Percent Pledge): How Can We Create More Shelf Space for BIPOC Brands?

Aurora James is a force to be reckoned with. Those of you who are tuned in to the world of fashion will likely recognize her name as the designer behind sustainable accessories brand Brother Vellies, a favourite amongst fashion heavyweights like Beyonce, Zendaya, and Solange (to name a few). You may also recognize her for gracing the cover of American Vogue’s coveted September issue in 2020 and, more recently, as the designer behind US congresswoman Alexandria Ocasio-Cortez’s 'Tax the Rich’ gown worn to the 2021 Met Gala. But beyond the fold of fashion, she’s also been hard at work to create real and meaningful change within the larger community.In 2020, the Toronto-native and New York City transplant started her non-profit, the Fifteen Percent Pledge, in direct response to the wave of corporate statements issued during the Black Lives Matter movement. Focused on keeping these businesses accountable to racial equity, Aurora challenged the corporate community to commit at least 15 percent (which is roughly the proportion of the Black population in America) of their shelf space to Black-owned businesses. Today, that has manifested in a movement that has seen some of the world’s largest retailers sign on to help decrease the racial wealth gap.On today’s episode, Aurora and Lance talk about progress, community, and what it means to take the pledge.