Thread Together, in collaboration with Richards Rose, has unveiled a new campaign titled 'New Beginnings: New Clothes for New Beginnings'. This initiative aims to highlight the transformative impact of new clothing on restoring dignity and providing fresh starts for Australians facing hardship.

Thread Together, a not-for-profit charity, has been operational for over a decade. It partners with nearly 2,000 fashion brands and retailers to redistribute excess end-of-line, new clothing, shoes, and accessories to Australians in need. The organisation has saved almost 2 million brand-new fashion items from landfill, distributing them to over 2,000 individuals in need each week through a network of more than 1,500 charity and social welfare organisations.

The campaign features real stories of individuals overcoming challenges such as homelessness, domestic violence, and natural disasters. One such story is that of Rose, a recipient featured in the campaign, who shared, "I was in a slavery marriage where I went through all kinds of sexual assault. I had to run otherwise I would have been killed. That’s why I fled. The day I received my clothes from Thread Together, I said this is one big step of my life, I could go out and find a job. Today I have a job. I love myself now – I can say that."

Thread Together was founded by Andie Halas in 2012, initially to repurpose incorrectly designed beach towels. Since its inception, the organisation has clothed over 750,000 people. Halas stated, "For over a decade, Thread Together has been a lifeline for people in need, and this brand campaign is a reflection of the incredible impact we've had. Every piece of clothing represents a fresh start and the hope for a better future."

The campaign is supported by media agency Apparent and Out-of-Home media company JCDecaux, which has donated advertising space. Richards Rose has formed a long-term pro bono partnership with Thread Together to enhance its brand presence.

According to Digby Richards, CEO of Richards Rose, "Working with Thread Together has taught us that vulnerability is just a moment in time, not a life sentence. Our campaign idea simply illustrates the power that new clothes can bring to people, well beyond their functional need. We’re thrilled to partner with Thread Together to expand and amplify their impact."

Anthony Chesler, CEO of Thread Together, said, "This brand campaign represents more than just a new direction for Thread Together; it’s about empowering those who need it most with the confidence and dignity they deserve. By raising awareness and building partnerships, we can continue to make a tangible difference, helping even more Australians in need."