These 5 brands' staying power is built on how well they know their customers-and themselves

"Founded five years ago, activewear company Actively Black donates more than 10% of its profits to organizations focused on Black mental health, healthier food access, social justice, physical fitness, and HBCU athletics. The brand's 2024 included designing the Nigerian Olympic team's apparel and a collaboration with Civil Rights photographer Cecil Williams that benefited the South Carolina Civil Rights museum that bears his name."

"This year on Juneteenth, in a move that recast an industry historically built on enslaved Black workers, Actively Black released a collection made entirely with cotton from Black-owned farms-with the apparel proudly asserting it was "made from cotton grown by Black farmers." It also brought its partnership with Mielle Organics to New York Fashion Week with Ruby Bridges, as well as the children of Martin Luther King Jr., Malcolm X, and Fred Hampton."

"Five-year-old wine brand Avaline -founded by actor Cameron Diaz and entrepreneur Katherine Power-has appealed to a demographic of women looking for "better for you" wines by meeting them where they are-the Hamptons. The effort started in summer 2024, when the company hosted pop-up experiences with fashion and lifestyle brands at Hamptons hot spots, and evolved this year: In June, the brand launched a wine with Stella McCartney, celebrating the limited-edition rosé with a cocktail party that had Drew Barrymore, Emma Roberts, and Andy Cohen in attendance."

Actively Black donates over 10% of profits to causes including Black mental health, healthier food access, social justice, physical fitness, and HBCU athletics. The brand designed the Nigerian Olympic team's apparel and collaborated with photographer Cecil Williams to benefit the South Carolina Civil Rights museum. On Juneteenth, Actively Black released apparel made entirely from cotton grown on Black-owned farms and showcased partnerships at New York Fashion Week with cultural figures and Mielle Organics. Avaline, founded by Cameron Diaz and Katherine Power, targeted women seeking "better for you" wines through Hamptons pop-ups and a limited-edition rosé collaboration with Stella McCartney attended by high-profile guests.

Read at Fast Company