OWN ACTIVITIES AND DONATIONS

Donations

We try to adapt our collections as much as possible to the tastes and needs of our customers to reduce leftover stock. Our surplus items and samples are sold in outlet stores, through sample sales, or donated. Below are some donations we made in 2022.

Jeugdfonds Sport & Cultuur Amsterdam

30,000 children in Amsterdam grow up in poverty. They are left on the sidelines and start life with a disadvantage. Het Jeugdfonds Sport en Cultuur Amsterdam helps these children participate in sports, swimming lessons, and cultural activities such as music or dance. With your support for the fund, you help provide equal opportunities for children to develop themselves and build a healthy foundation for the future. For this collection, we proudly teamed up with Revelator and their three respected artists — Dadara, Mick La Rock and Laser 3.14 — each with a distinctive voice and deep ties to the city. Every piece sold from this collection helps empower young talent — part of the profits goes to Jeugdfonds Sport & Cultuur Amsterdam, giving back to the city we call home. For more information visit: https://jeugdfondssportencultuur.nl/fondsen/amsterdam/

Kikid

In a world full of challenges, Kikid helps young people stand strong in life and better cope with performance pressure, temptations, relationships, and social media. They bring life lessons to schools (primary, secondary, and vocational education) through inspiring experiences, such as educational theater performances, project weeks, training sessions, and video lessons featuring celebrities. These are called ‘lessons for life,’ which they consider just as important as language and math. As America Today, we support the Kikid foundation by donating outfits to the young experts.

Movement On The Ground (MOTG)

Movement On The Ground (MOTG) carries out important work in refugee camps on the Greek islands of Lesbos, Chios, and Samos. Their community volunteers work extremely hard every day, and MOTG wanted to provide them with outfits they could wear outside of work. In 2022, we donated 18 boxes filled with warm winter items to this organization. These items were meant for refugees who work as volunteers in the camps—just in time for winter. For more information about MOTG, click here.

The Salvation Army (Leger des Heils)

We donated 26 boxes of goods to The Salvation Army, which distributed them to refugee shelters in the Netherlands.

Sympany

America Today regularly donates to Sympany, an organization that contributes to a sustainable world by preserving resources. By collecting, sorting, and reselling/recycling textiles, Sympany focuses on reuse and recycling. In 2022, America Today donated 11 bags and 12 boxes of clothing to Sympany.

Coolfoundation

Through the Cool Foundation, America Today and MS Mode support various projects that contribute to the development of children in disadvantaged situations to create a more inclusive society. The Cool Foundation supports a UNICEF program in Turkey that combats poverty and child labor through psychosocial care, financial support for families, and training for aid workers. The foundation also supports a daycare center linked to one of our partner factories in Bangladesh. For more information on the mission and approach of the Cool Foundation, visit their website.

Own Activities

We also strive to work more sustainably in our own activities—across our offices, stores, and distribution centers.

Stores

We measure energy consumption in our stores with smart meters and use energy-efficient LED lighting.

Our stores are primarily furnished with reused and recycled materials. Recycling can also be stylish: for example, the unique designs of used carpets and the stories behind old leather couches give our stores an authentic look that you won’t find anywhere else.

Our shopping bags are made from 100% recycled paper.

Head Office

Our headquarters is filled with reused materials. The doors and carpets are second-hand—or, as we like to say, "previously loved"—which adds to our office's unique character. Our office has an A energy rating, and our energy consumption is monitored by an external party to help us reduce our usage.

Our cafeteria is run by OSP Catering, a company that aims to be the best and most sustainable caterer in the Netherlands. They prioritize sustainable business practices and organic products, which we see and taste every day.

Warehouse

In our warehouse, we use reusable plastic crates to transport our products. If they break, they are recycled.

To improve efficiency and reduce transport emissions, we ensure the crates are as full as possible and carefully plan our routes to supply our stores optimally.

Packaging

All our shipping bags and polybags are made from 100% recycled plastic and are recyclable.

Climate and Energy

Climate and energy are critical areas that deserve our full attention, and we take them very seriously. We acknowledge the urgency of the climate crisis and want to do our part. We are currently working on reducing our emissions by using more sustainable materials and processes, but we need to do more and be transparent about it. That’s why we have set a new goal: we are measuring our baseline emissions and will establish ‘Science-Based Targets’ by 2025.