Sackcloth & Ashes
Bob Dalton, the owner, was so moved by his own mother’s homelessness, he started a company last summer which donates a blanket for each one purchased. This brand uses cause marketing to sell fashionable and practical blankets,
while also telling a relatable and compassionate story.
They are offering an opportunity for the customer to give back and feel relevant, while also opening up a deeper connection with the homeless community.
They are connecting to their customers through empathy, human connection, and the vulnerability of the owner’s story.There is hope in giving back — maybe it change someone’s outlook on life, or even simpler, help that person get through the night. Sackcloth is offering a worthwhile opportunity for a cause that can extend further than the purchase of their product.
“Every time you wrap yourself in a Sackcloth & Ashes blanket it symbolizes mourning over the homeless population and repentance by contributing to a homeless shelter in your area.”
And their blankets are pretty rad
Sackcloth & Ashes’s story is inspiring, believable, and strong. This happened to someone very dear to him, and can happen to anyone. The story allows for trust as well as a promise to be a part of the community, which they also do by selling to small, local boutiques.
The photography also speaks to current trends of wanting to connect with the outdoors. The customer can live vicariously through the lives of those outdoorsy folk who own Sackcloth blankets (according to their Instagram feed along with all of the photography on their website).
Added bonus: all of the content on their feed is user-generated.