Auj Collections sews social responsibility right into the lining of its clothing—literally. Plug a cashmere tee's stitched access code into a field on the company website, and you'll get connected to a mentor, resources, and other support for your cause. Auj Collections was equally inventive when integrating awareness of seniors and aging into the media launch for the new collection. Young male models in formal black suits, white gloves, and black bowler hats greeted guests arriving at—where else?—The Social.The event featured a 20's seniors social club theme, with vintage furniture, leather-bound chairs, turn-of-the-century books, and snifters of brandy warming by a faux fire. At the back of the crowded space, black-and-white films played on a screen. As the fashion show got underway, other young male models wearing Auj Collections tees demonstrated activities such as golf. They were joined by several elderly men, also wearing Auj Collections tees, who smoked cigars and sipped brandy. Aaron Aujla, cofounder of Auj Collection, believes people support his company's desire to create a better world. "Our generation has a social conscience, and it's our turn to act," he said.
Male models—young and old—wore Auj Collections cashmere tees during the company's fashion show at The Social.
Antique leather arm chairs flanking a fireplace helped create the atmosphere of a 20's social club for seniors.
Models posed as golfers.
The antique furniture contrasted with modern, floor-to-ceiling glass wall at the front of the bar.
