H&M's collaboration with WaterAid

via: Urban Style Vibes*

This is so cool!

This is H&M's pop-up beach store recently placed The Hague’s popular Scheveningen seaside resort in the Netherlands to benefit global charity WaterAid.

According to Springwise "H&M has been collaborating with WaterAid since 2002, including an initiative every summer whereby the retailer sells an exclusive bikini or — this year — a whole beachwear collection dedicated to the effort, with 10 percent of proceeds donated toward providing safe water and sanitation to developing countries. This year, however, H&M took it's support further by donating... a full 25 percent of the sales proceeds directly to WaterAid, according to a report on the Superfuture blog."

 I love this idea so gypsy and corporate generosity is always good.