Our mission as a brand is not only encapsulated in creativity but also in making a difference.
The Arcminute foundation aims to bring about lasting change in the communities we work in and ensure that the resources we have, are used to the very best of their ability.
Recently, the Arcminute team flew out to Ghana for our AW19 shoot, bringing the brand back to it’s roots. Our main priority is to support the people within the locations by giving them the resources needed to sustain themselves in a variety of ways.
In addition, £1 from every item sold on our website will be donated to the Arcminute foundation to fund the projects.
Winneba, is a town and the capital of Effutu Municipal District in Central Region of South Ghana with a population of 55,331.
The main source of income for the town is fishing which according to the FAO is also one of the main sources of food and income for the entire country.
We were welcomed to the location after speaking with the elders to ask for their permission to use the premises. Families joined in and learnt about what we were doing making it an unforgettable experience as we came in with a small team, minimal equipment and used resources available to us there to create a set with the help of the local community. At the end of the day we donated clothing, food and a vast amount of fishing nets to the fishermen as upon speaking to the locals we learnt that many cannot afford their own fishing nets or canoes and have to rent them out. The beach is also in a dire need of clean up as the plastic waste is piling up due to not having proper waste facilities.
Provide fishermen with sustainable netting that has the ability to filter out the smaller fish and increase fish population.
Clean beach initiative in order to provide a cleaner area for the community and proper waste disposal and education on the importance of that.
School supply donations as more schools have been opened providing a larger opportunity for education.
A district of the nation’s capital and it belongs to Zongo people of northern Ghana. Nima is the oldest destination of Zongo, where Hausa is the language spoken. A suburb of the capital.
Nima is most renowned for it’s market, recognised as one of the biggest markets in West Africa and a meeting point of different people and cultures. Accordingly, Nima is also well known because of its cultural and religious diversity, merged peacefully together.
We teamed up with Mohammed Awudu who is a local artist that used art to escape poverty. He has worked on campaigns for Guiness and recently travelled to Brazil for an art project. His success story is an inspiration for many of the children in Nima which he hopes to inspire through his art which contains strong messages. Moh, uses what’s left of his art supplies to teach children how to paint and draw in his spare time and has a small studio based in Nima.
We worked on an art piece with Moh that was placed on a wall near his studio in Nima and spent the day with the community donating food and speaking to everyone about what change they would like to see.
Provide Moh with art supplies to continue his career and extra supplies/safety equipment such as paint masks so he can continue his work with the children.
After speaking to locals and the development of schools offers a larger opportunity but there is a need for school supplies such as books and stationary.
JAMESTOWN BOXING GYMS:
The community of Jamestown emerged around the 17th century during British James Fort, as the city of Accra grew. Today it is one of the poorer neighbourhoods of Accra and is known for the Chale Wote art festival which was in the process of being set up while we were out there. Jamestown is also famous for the amount of boxing gyms in town. Most of the community is trained from a young age in the art of boxing as it is an escape from poverty for most. However the introduction of new schools in the area is giving children a larger opportunity and trainers are now encouraging children to attend their boxing classes before or after school.
We visited one of these boxing gyms which was held in a playground inside of a school after-hours where teenagers and adults were training. We donated 12 sets of boxing gloves and wraps and interviewed the boxers and trainers to learn their story.
Donate more boxing and safety equipment to ensure a better training environment.
Bring more awareness to the talented boxers in Jamestown.
Partner up with schools in the area to encourage a healthy balance between sport and education.
The Arts Centre, located next to the Kwame Nkrumah Musoleum, became really famous in the 80’s because of its expression of the national culture, expressed through woven cloth, wooden sculptures, traditional musical instruments, earrings and fashion accessories, the latest in African Attire fashion and arts and crafts from all over the country with more than 100 stalls. The art of crafting is yet what this market is most recognised for.
The arts and craft market provide employment opportunities for many people. Hence, skills have been developed in carving, painting, and designing.
We used the arts market as one of our locations for our campaign shoots, the hustle and bustle of the stalls filled with brightly coloured fabrics and unique carvings with story’s behind them created a unique experience in it’s own.
Creating a Marketplace on our website where locally sourced products can be bought online to give artists and designers another platform to sell their items on.