Abercrombie & Fitch Co.’s Hollister brand will begin showcasing its support of Sit With Us, an anti-bullying app created by Natalie Hampton to help students find allies and lunch buddies at school, the app will be launching this September.
This Fall multiplatinum recording artists, Khalid and Noah Cyrus, will join Hollister in bringing awareness to the issue.
Image via Sit With Us/ Twitter
Khalid said Women’s Wear Daily in a 2018 report, “I am proud to collaborate with a brand that celebrates inclusivity. I’m only two years out of high school and I still clearly remember the bullying that can happen in that environment.”
Noah Cyrus said to Women’s Wear Daily in a 2018 report, “To be part of this Hollister campaign alongside my friend Khalid is an absolute dream.” She also said, “I’m also proud to bring further awareness to Natalie’s Sit With Us app to make school a better place for all.”
“Khalid and Noah are highly relatable to our teen audience and both talk openly about their passion for acceptance and inclusivity, a focus that ties to Hollister’s value of celebrating the freedom to belong,” Hollister VP of marketing Michael Scheiner told Billboard in a 2018 report. “Khalid and Noah bring strong followings and we see a lot of overlap among our combined fan base.” Hollister’s primary age demographic is 131-to-18, which overlaps with both Cyrus and Khalid’s young audiences.
Bringing awareness to anti-bullying is very important to her because she has experienced it first hand.
Cyrus wasn’t physically bullied, but did get teased so much that she switched schools. “I had some shitty kids in school say some stuff to me about my family or my last name, so my father or brother would sit with me at school even though we only had 45 kids,” she said to Billboard in a 2018 report. “Lunchtime is hard when you don’t have a lot of friends.”
1 Comment
I wouldn’t expect Hollister to help out a startup app so this is different and serves a genuine, meaningful purpose.