New Zealand parents, Adam and Nikki Clarke created the activewear brand Cadenshae after Nikki realised that there was an enormous gap in the fashion industry for breastfeeding mothers. Refusing to feel limited by the lack of options in the market, in 2015 Nikki launched an inclusive range of maternity activewear to empower mums worldwide.
Cadenshae hosted an initiative run in early October with the goal to donate maternity wear to one million new mothers globally by 2025. The campaign ‘Sister Support’ was initially meant to be a one-off event supplying mothers in developing countries throughout the Asia-Pacific region with second-hand nursing bras. However, ‘Sister Support’ has since become an on-going initiative after the campaign received tremendous success with over $100,000 worth of donations. Owner and co-founders Adam and Nikki anticipate that the company will reach its goal by 2025. “We’ve been overwhelmed by the number of donations we’ve received from our customers,” said Adam. “With a few tweaks here and there, we believe we will make this happen.” The company feels it has a duty to help improve the lives of those living in low socio-economic circumstances. “Generally, we deal with women who can drop $50 on a bra and not think too much of it, but for many, this just isn’t a happening thing,” explained Adam. “By creating ‘Sister Support’ we are able to do what we should – literally help a sister out, no matter what her personal financial situation is.” As the campaign has grown rapidly, Cadenshae will be able to accommodate to more women in more regions. “We just want to make as many new mothers in the world feel comfortable, supported and happy,” agreed Nikki.
In order to provide nursing essentials to these women, ‘Sister Support’ heavily depends on women all over the world to donate their pre-owned bras, nursing bras, singlets or tank tops to a local charity. They are then encouraged to post a photo on social media using the hashtag #cadenshaesistersupport and send a screenshot of their post to Cadenshae with a list of items they are donating. “Once we have received the screenshot, we’ll message back with a 20 percent discount code so that the donator can use it for their next Cadenshae purchase.”
To get involved in this empowering movement and help a sister out, visit https://cadenshae.co.nz/pages/sister-support