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Major Black owned business partners with prominent retailers to create directory for diverse businesses

The CEO of nonprofit, ICON360, and Harlem Fashion Row are partnering to create a different approach to support Black and Latino businesses.

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Last week, New York city agency, Harlem Fashion Row and nonprofit organization, ICON360, announced that they are collaborating with giant retail companies to create a more inclusive shopping directory.

HFR&CO will provide shoppers with a curated list on their website to show off the talent of Latino and Black creators. The goal is to continue to support companies that are owned by diverse entrepreneurs.

So far, Macy’s, Shopbob, and Bloomingdales are on board with the idea. Shoppers will be able to check out a variety of merchandise including apparel, shoes, children's clothes and endless accessories through HFR&CO’s website.

Brandice Daniel, CEO of Harlem Fashion Row (HFR) and ICON 360 has spent many years trying to create a platform for Black artists and fashion designers. She created HFR in 2007 as a way to create a bridge between brands and designers of color in the fashion industry.

She explained that it is a dream come true to get the support from major retailers.

"I want to build a community to increase awareness of emerging designers of color and to make it easier for consumers to find and support them,” she said. “I am very thankful for the support of Macy's, Bloomingdales, and Shopbop in making this possible. As time progresses, I hope that other retailers will come on board."

Shawn Outler, Chief Diversity, Equity & Inclusion Officer for Macy's, is also hoping to break barriers and create a change with the new directory.

"As a company committed to tackling barriers to representation, we at Macy's, Inc. are honored and proud to be a part of HFR & Co. This platform will not only increase consumer awareness of, and access to, Black and Hispanic/Latino-owned businesses and designers, it will also play a crucial role in creating an equitable and sustainable future for these creators, as well,” said Outler.

With the shopping season here in full effect, HFR&Co are hoping to add more big name retailers to its new directory.

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