A Christmas Tradition That Gives Back: How Paisie Supports Blue Cross
For London womenswear brand Paisie, fashion is about creating pieces with purpose and finding thoughtful ways to give something back.
As a team of passionate animal lovers, supporting charities such as Blue Cross (and previously Battersea Dogs & Cats Home) felt like a natural extension of the brand's values. Through Work for Good, Paisie's annual Christmas jumper campaign helps raise funds for Blue Cross, supporting pets in need while bringing customers together around a shared cause.
"We believe a business should make a positive impact beyond the products it creates. That better future should not be limited to people; it must include our furry friends too."
Founded in 1897, Blue Cross helps sick, injured and homeless pets through veterinary care, rehoming services, behavioural support and education. Every year, the charity helps thousands of vulnerable animals receive the care and second chance they deserve.
Each Christmas, Paisie creates a limited-edition festive jumper, donating £5 from every sale to Blue Cross through Work for Good. What makes the campaign especially meaningful is how the design comes to life.
For the 2024 collection, every member of the Paisie team was invited to sketch their own idea of a lovable pet during a team building activity. Founders and designers Kate and Vicky then combined those ideas into the final design, making the finished jumper a genuine reflection of the whole business.
"Our annual Christmas fundraising has become a cherished tradition that brings our team and customers together in support of a cause close to our hearts."
The campaign has become something customers actively anticipate each year, with many returning to see the latest design and support the cause once again.
"Some customers actively look forward to seeing the new design each year. They are excited to combine their love of fashion with their love of animals, making each jumper feel even more special and meaningful."
Alongside supporting animal welfare, the jumpers also reflect Paisie's commitment to more responsible fashion. Made using nearly 70% recycled polyester, they combine warmth, comfort and durability with a focus on creating clothing designed to be worn and loved for years to come.
The campaign has proved that purpose and commercial success can work hand in hand, with the limited edition Christmas jumpers consistently selling out while helping generate support for Blue Cross.
Work for Good helps make the fundraising simple, providing an easy and legally compliant way for Paisie to connect product sales with charitable giving.
"Work for Good makes charitable giving simple and flexible. The platform provides an easy and effective way for us to manage our donations and support the causes that matter to us."
For Paisie, charitable giving is now part of the company's Christmas tradition, bringing together creativity, community and compassion in a way that benefits customers, the team and animals in need.
Key takeaway:
Paisie shows how a much-loved seasonal tradition can become a meaningful force for good. By turning its Christmas jumper into an annual fundraising campaign, the brand has created a simple, authentic way for customers to support animal welfare while celebrating the festive season.