New online store set up by Horsham District women lets customers choose where to donate profits

Salome Tirado-Okeze, 18, and Sofia Deleze, 20, launched Redefine, after being inspired by the Black Lives Matter protests last year.

A range of beanie hats and badges are on sale and when customers buy an item they choose between donating the profits to the Black Lives Matter movement or to help those affected by the Yemen crisis.

Salome, who lives in Horsham, said her and Billingshurst based Sofia, were inspired to set the project up in the aftermath the killing of George Floyd by a police officer in the United States.

His death sparked global protests including demonstrations across Sussex.

Salome said: “We wanted to do so much and the Yemen crisis also broke out.

“There wasn’t much we could do except send money. We wanted to feel like we could make a direct impact.”

Having now sent the first profits to those in need Salome said the due hope to expand in the future.

She added: “We’re trying to build a brand as well. We wanted people to wear it and people to see others wearing it.

“It’s not just a fashion statement, you have helped other people. We want people to identify with each other.”

Redefine has so far been well received by customers, according to Salome. She said: “We have received such good feedback. [Customers] feel like they’re directly helping which is what we wanted in the first place.

“It feels unreal.”

For more see https://redefineshop.co.uk/