For traditional print media outlets, creating merchandise has become a popular means of marketing themselves and earning some extra cash in uncertain times. It’s not just limited to smaller alternative publications. Legacy brands like the New York Times have been right alongside newer, nontraditional media outlets like Buzzfeed and Vice when it comes to creating branded goods.
The New York Times’ newest apparel venture goes beyond supporting the important work of print journalism, however. Its partnership with Everlane, in accordance with Earth Day, highlights the importance of journalism specifically about climate change and environmental issues.
“At Everlane, we believe that to make good decisions, you need to start with the facts,” the site says. “And no one is better at bringing the truth to light than the journalists at The New York Times. So this Earth Day, we’re working together to give students access to reporting on the most important story of our time: climate change.”
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The line of apparel includes three T-shirt designs and two crewneck sweatshirts. All but one sweatshirt design is sold out.
The T-shirts and sweatshirts all have the word “Truth. It affects us all.” on the front, and the back says, “It affects us all. What we buy. What we put on our plates. How we use our energy. What we recycle. What we waste. How we travel. How we stay informed. What we talk about. What we know. How we understand climate change. The truth is worth it.”
The Everlane site also says that for every Climate Collection product it sells, nine public schools will receive a New York Times subscription for one year through its sponsorship program.
