One Elon Grad Is Fighting for Social Justice by Donating the Proceeds from Her Clothing Store to the Equal Justice Initiative
The idea that there are actually two pandemics plaguing the world right now—COVID-19 and racism—has been circulating social media and the news cycle. Elon graduate Livi Murray (class of 2020) recognizes the importance of taking action during this time to fight the latter of the two pandemics and is using her clothing company, the Pretty Vibes Movement, to do so. Until June 20, Murray is donating 20% of the proceeds from the company’s most popular item, its “Trust Your Art” gold sweatshirt, to the Equal Justice Initiative.
“Trust your art.”
A communication design major with minors in political science and African and African-American studies, Murray decided to start a clothing company in the summer of 2017. During that summer, the entrepreneur used her free time to explore various art forms and creative outlets. She came up with the phrase “Trust Your Art,” which she thought would work well written on clothing. This phrase has become the mantra for her company and is written on most of the merchandise.
“To me that phrase just meant trusting your journey as an artist, not comparing yourself to other artists, and being OK with starting at level 1 instead of level 10,” Murray tells The Edge. “Being a Black-owned business is huge right now, and one thing I try to make clear with my brand is the idea that you’re never alone—you’re worthy, you’re special, you have a gift, and to never doubt that gift.”
There is another, longer message written on the back side of the sweatshirt, which further explores the idea that art is a movement for everyone and that anyone can participate: “Creativity is something that connects us all.” Murray says there is room for creativity during the Black Lives Matter Movement beyond the stereotypical definitions of what it means to be creative.
Photo credit: The Pretty Vibes Movement, Etsy. The Gold Trust Your Art Sweatshirt sells for $50, with 20% of the proceeds being donated to The Equal Justice Movement until June 20.
“[Being creative] is not only just being an artist, being a designer, or being a painter. It transcends all of those titles,” Murray says. “We have to be creative in creating solutions in order to get past the problems that we’re all facing, because if one person in America is being oppressed, [then] we’re all pretty much being oppressed.”
“Creativity is something that connects us all.”
As a Black, woman business owner, Murray says it’s important for people to know where their money is going. This helps ensure that money intended to further the advancement of the Black community is not inadvertently used against it, after “it’s been dominated so many different times in so many different ways,” Murray says.
The Pretty Vibes Movement owner wants her customers to know that spending money at her store means investing in the community. Murray ensures that money from her sales are constantly being re-allotted to rebuilding. A few months ago, Murray donated proceeds to hurricane relief for Puerto Rico and the Virgin Islands. Now, she has chosen the Equal Justice Initiative, a non-profit organization fighting for “equal treatment in the criminal justice system,” to uphold her brand’s values and mission.
Murray met the founder and executive director of the Equal Justice Initiative, Bryan Stevenson, when he came to speak at Elon during her freshman year. Stevenson’s book “Just Mercy” deals with systemic racism within the criminal justice system. “Just Mercy” was Elon’s common reading book in 2016, and after reading it, Murray became interested in Stevenson’s story and work.
When choosing a brand to donate to support the movement against racial injustice, Murray explains the Equal Justice Initiative immediately came to mind. “I’ve been a really big fan of [Stevenson] and when I was thinking about nonprofits to donate to, he was pretty much the first person that popped into my mind because I just love his work,” says Murray. “I’ve watched his TED Talks, I’ve seen him in ‘13th,’ which is a documentary also on mass incarceration.”
Photo credit: The Pretty Vibes Movement, Etsy. The Gold Trust Your Art Sweatshirt sells for $50, with 20% of the proceeds being donated to The Equal Justice Movement until June 20.
During the second semester of her senior year, Murray stepped away from running her clothing company to take a break and not “worry too much about everything happening.” But after graduation, she decided to bring the business back to contribute to the Black Lives Matter movement. Murray is not sure if she will run her business in its entirety again, but she wants to “make a difference” during this time.
Photo credit: The Pretty Vibes Movement, Etsy. The Gold Trust Your Art Sweatshirt sells for $50, with 20% of the proceeds being donated to The Equal Justice Movement until June 20.
The Edge condemns racial injustice. We invite you to submit opinion pieces, stories, educational resources you have tried and other pieces of information you think can help continue the much needed discussion for change and equality, to elonedge@gmail.com. We hope to create a space for collaboration and education and encourage you to help us do so.