Lifestyle brand Ivory Ella recently announced a generous donation of over $96,000 to Animals Australia, an animal protection organization giving aid to wildlife displaced and injured from the devastating bushfires that ravaged the country from September 2019 to February 2020.

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After the news broke about the bushfires in Australia and the heartbreaking effects on wildlife, Ivory Ella decided to slightly shift its platform to include an Australia Wildlife Rescue collection of organic cotton T-shirts, with 100% of profits going to Animals Australia. The brand sold more than 3,500 shirts on the first day after the collection was released and over 10,000 by the 10th day.

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Now, just three weeks after the collection was released on January 10, 2020, enough profits were generated to donate $96,768.35. Ivory Ella is currently working on expanding, distributing 11 new colors to wholesale retailers (that Ivory Ella has encouraged to donate 100% of profits to Animals Australia as well) and offering a variety of short- and long-sleeve styles in an effort to bring in even more donations.

“At Ivory Ella, we are champions for elephants and all they represent. We believe strongly in fostering a healthy global environment for humans and all the wildlife with whom we share our home,” said Cathy Quain, CEO of Ivory Ella. “We were overwhelmed with sadness as we learned about the impact of the devastating wildfires that are killing and displacing millions of wild animals in Australia and became compelled to help where we could. We are looking to our expansive community to help spread awareness and support for the survivors. It will take time to restore their environment, and we are inspired by the work done by Animals Australia to get expert wildlife vets into fire-devastated areas, where they are helping any surviving animals.”

The eco-minded fashion company has had success in the past by donating 10% of its profits to organizations that support elephant conservation, which has become the main focus of its business model. The brand boasts $1.8 million donated since its initial launch in 2015.

Visit Ivory Ella’s website to support the cause and view the Australian Wildlife Rescue collection of graphic T-shirts. To learn more about the non-profit Animals Australia, visit

+ Ivory Ella

+ Animals Australia

Images via Ivory Ella