Giving

Most brands borrow the wild to sell something. We're trying to give some of it back.

We call it Five for the Wild. Five percent of every sale, whether apparel, music, or anything we make, goes to protect the wild our work comes from. Not five percent of profit. Five percent of the sale.

Where it goes

Our art begins in the Amazônia, the largest forest on Earth. But the forest that raised me is the Mata Atlântica, the Atlantic Forest of the Brazilian coast, Bertioga, Camburi, Ubatuba, Ilhabela, the places I spent every childhood summer. It once covered the entire coast. Today only around twelve percent still stands. It is also home to the Guarani, the Tupinambá, the Pataxó, the Krenak, peoples who have belonged to this forest for millennia, and whose land, most of it still unrecognized, holds some of the last of it. There is no protecting the forest without them. Planet and people were never two things.

Who receives it

We direct it to Instituto Socioambiental (ISA). Since 1994 they have done what we believe in: protect the forest with the peoples who belong to it. They defend Indigenous and traditional communities, help win legal recognition for their land, and keep watch over the forest itself, including the Atlantic Forest of São Paulo.

What it funds. ISA directs unrestricted support like ours to its Fundo de Mobilização, a mobilisation fund that pays for Indigenous, quilombola and traditional community partners to be present where decisions about their rights and their territories are actually made. Hearings, councils, gatherings, negotiations. Getting people into the room is unglamorous, and it is often the thing that decides the outcome.

We give as a supporter, nothing more. We are not affiliated with ISA, and they do not endorse Son of Nature.

The registration details. Instituto Socioambiental is a Brazilian non-profit founded in 1994, registered under CNPJ 00.081.906/0001-88. You can verify it on the Brazilian federal register.

Tax status, plainly. ISA is a Brazilian organisation and does not hold United States 501(c)(3) status. Our giving is a business commitment, not a customer donation. Nothing you pay is a charitable contribution and nothing on this site is tax deductible for you.

How it works, honestly

This is our own commitment. Not a badge we bought, not a marketing line. Every quarter we will total what we sold and send the five percent. What we give will be published here, with the date and the amount, so you can hold us to it. As each new collection arrives, it will support the place that inspired it, named in the open, right here.

The ledger. Every transfer we make is listed here, with the date, the sales it covers and the amount, so you can hold us to it.

Sent to Instituto Socioambiental by PayPal, transaction 2AT75385PW1621721. We sent a little more than the five percent so that the cost of moving the money does not come out of it. We keep the receipt for every transfer.

Son of Nature is new and these are small numbers. We are publishing them anyway, because a promise you only keep at scale was never a promise.

Wear your roots, and help them hold.