Fresh off the back of her debut album ‘Skin’, Joy Crookes is spreading positivity and creative confidence beyond the medium of her music by partnering with Timberland to cultivate an equal playing field for creative opportunity in her local community. As part of Timberlands “My Community, our Nature” initiative, Joy is turning a philanthropic hand to held raise up her local youth club ‘InSpire’ in London South-East borough of Elephant & Castle, watering the roots that once helped hone her love of music in the hopes that it will help sculpt a new generation of bold and bright British creatives.
Rarely along the causeway to commercial and cultural success does an artist begin looking backwards to offer a hand up at such an early stage in their career, however, Joy Crookes is no ordinary up-and-comer. Having been born and raised amongst the hustle and bustle of Elephant & Castle, Joy continues to live within a stone’s throw away from the St Peters Chruch that houses the keen and canny children attending the Inspire community program. In launching this new initiative during the weeks following her widely healed debut album, the sultry and soulful tones of Skin will continue to uplift more than just our spirits as the success of the album will transform into a deepening pool of support and resources for the kids of Inspire and of her wider local community.
Besides being the latest person these kids can look to for a tenable example of the wholesome riches pursuing a passion for creative expression can bestow, Joy is taking things one step further by being an active combatant against the curse causing the downfall of so many communities…austerity and gentrification…something she was witnessed first hand.
When asked about her involvement in the new Timberland initiative, Joy gleefully responded saying that she is “so inspired and motivated to be partnering with Timberland to help keep InSpire running…In less than a decade, spending on Youth Services throughout the UK has been cut by 70%…So supporting my community and providing opportunities for local young people is really important to me, especially as I see South London continuing to be affected by gentrification and austerity.”
The “My Community, Our Nature Campaign” will see four British ambassadors from a variety of fields pitch their plan for a community project before being decided by the public so dint miss out on your chance to impact your local area and vote for the plan you want to back here. Joining Joy Crookes in the bid for community funding is Aisha Vibes and the Corner Youth Club project, Antonio Dikele Distefano and the ST. Ambroeus FC plan and Jeny BSG and the Kabela Project.
Timberland has pledged to plant 50 million trees by the year 2025 and to become net positive by 2030, pathing the way for larger, more fast-fashion centric, entities to follow in their footsteps toward a more sustainable relationship between streetwear and the great outdoors. We are thrilled to see Joy join as the latest ambassador in their ‘Nature Needs Heros’ campaign and hope the children of InSpire receive the funding they need and deserve to foster creative freedom and a more equal distribution of outdoor opportunities.