Home is where the heart is, and for South Australian-born and bred fashion label, C/MEO Collective, their heart is in South Australia. So when their home state was ravaged by the devastating bushfires across summer, the brand too was affected. They were so moved, they have created an exclusive South Australian-inspired T-shirt to help raise awareness and funds for the fire affected regions of Kangaroo Island and the Adelaide Hills.

The C/MEO South Aussie Bushfire Relief T-Shirt is a limited edition T-Shirt, designed and screen printed in South Australia to help the Adelaide Hills and Kangaroo Island communities rebuild in the face of the bushfire impact. 100% of the profits will be donated to the South Australian Country Fire Service Foundation and SA Bushfire Appeal.

C/MEO Collective’s head designer, Siham Elmawey, said the purpose of the T-shirts is to leverage the brand’s global audience to shine a spotlight on South Australia and the regions impacted by recent fires. “The impacts of the bushfires are devastating and we wanted to take action to help support these communities. The T-shirt offers an alternative for people who may not be able to immediately book a trip to South Australia but want to play a part,” explained Elmawey. “We want these T-shirts to serve as a conversation starter; a mechanism for us to promote how beautiful South Australia still is to the world and be proud of the recovery work that is being conducted in each region.”

A fashionable extension of the South Australian Tourism Commission’s current #BookThemOut campaign (which encourages people to visit the fire-affected regions to help the local communities recover), the C/MEO Collective South Australian T-shirt campaign perfectly complements the SATC”s formidable efforts to regenerate the area.

Creative Director of Australian Fashion Labels, the parent company of C/MEO Collective, Melanie Flintoft, said she is incredibly proud that her team is helping support communities who are still recovering from the bushfires. “As a South Australian business, we are really proud to support the #BookThemOut campaign and do our part to help our local community,” she said. “We need to band together and show our support to the communities impacted, whether that be purchasing the C/ MEO Collective South Australian T-shirts, holidaying at the affected areas, or purchasing their products – it all helps the local communities to rebuild.”

The limited-edition, vintage-inspired South Australian T-shirts are available in both women’s and unisex styles, and will be available to purchase from Thursday 5, March on Fashion BNKR and The Iconic.