Maitreyi Ramakrishnan is partnering with Canadian luxury outerwear brand Nobis for its #NoColdShoulder initiative, which collects gently worn jackets and place them on the shoulders of vulnerable community members around the world.
The Never Have I Ever star appears in promotional materials for the initiative, including a 40-second commercial spot and a testimonial in which she describes participating in the initiative as a “no brainer.”
“Winters are cold, and not all of us have heating,” the Mississauga, Ont.-native says. “I have the privilege to be able to bear that cold, [but] not a lot of people do…it’s really brutal and can take a lot of lives.”
“It’s important to give at this time, we can’t just ignore that [and think], ‘Yeah, I get to be warm myself’ and forget that others aren’t.”
#NoColdShoulder first launched in 2020 to help warm the shoulders of community members in need and offer protection from the ever-changing elements. This year through the month of November, Nobis plans to give the gift of warmth this winter season with a commitment to provide warmth to 15,000 people worldwide.
“Not only do we continue to test new boundaries in the world of fashion at Nobis, but we are always looking for new opportunities to help our community members around us each year,” said Robin Yates, Vice-President and Co-founder of Nobis, in a statement. “Through our global initiative, #NoColdShoulder, we are able to provide individuals with an easy opportunity to be involved in helping to provide warmth to children, families and those in need. It’s our duty as a brand to give back to those who need it most and we are so proud of our entire team who dedicate their time to help make a difference.”
Canadians can participate in the #NoColdShoulder initiative in a few ways. During the month of November, Nobis will be offering eco-friendly and resealable bags for Canadians to donate their gently used coats. All customers making a purchase on Nobis.com or at participating retailers will receive a self-sealing donation bag and a Nobis limited-edition #NoColdShoulder beanie. Additionally, for every jacket or #NoColdShoulder beanie purchase, Nobis will donate $50 to a participating charity.
Individuals wishing to donate a jacket without purchasing a new one can request a donation bag by emailing email@example.com or can drop off a gently used jacket at a participating retail partner in select cities (full list here.)
Finally, 100 per cent of the pre-tax purchase price of every #NoColdShoulder beanie ($50) and pin pack ($50) will be donated to a participating regional and national charities, such as New Circles Community Services in Canada and One Warm Coat in the United States.
Nobis teaming up with Ramakrishnan marks the brand’s second major partnership with an Asian Canadian actor. Nobis recently announced Shang-Chi and the Legend of the Ten Rings star Simu Liu as its Global Brand Ambassador in celebration of its 15-year anniversary.
“To me, this new adventure with Nobis is personal — it has provided me with the chance to help continue to pave the way for those who are denied opportunity based on their ethnicity, in ways that bring their voices and stories to the forefront,” Liu said in a statement. “I truly stand behind Nobis and the notion of defying society’s parameters through fashion.”