Kennedy: The New Face of Swedish-Owned Gant

Summary

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Why is one of the best-known Kennedy's of his generation collaborating with a fashion brand? "Money," Kennedy said at the press conference, flashing the toothy smile made famous by his father Bobby Kennedy. "[Gant AB] is making a donation of more than six figures to the Waterkeeper Alliance," the environmental group headed by Kennedy.

"What we found was that this company's ethics, its own internal ethics in many ways reflects the ethics of this country, Sweden, which has a strong commitment to community, a strong commitment to the long-term values of the environment," said Kennedy. "So while we spend a lot of time suing corporations, I don't think all corporations are bad, and the ones that are good we support because they make important contributions to our economy, to our prosperity, to quality of life."

The Gant boss isn't ready to predict the impact of the Gant/Kennedy campaign - "Ask me in 5 or 6 months and I might be able to say." But he was clearly impressed that Gant could attract over 100 journalists from all over the world to a press conference held in the snow-covered Swedish capital: "As you know, Stockholm is not considered by most to be the center of universe, especially in January."

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Kennedy: The New Face of Swedish-Owned Gant

"Environmental sustainability, all that means is that God wants us to use the things we have been given, the values of the earth, to enrich ourselves, to improve our quality of our life, to serve others, but we can't use them up. We can't sell the farm piece by piece in order to pay for the groceries. We can't drain the pond to get at the fish. We can't cut down the mountain to get at th...

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