Rue La La Honors Charleston Shooting Victims

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In an email this week, flash sale apparel retailer Rue La La spoke out about the shooting last week at Emmanuel AME Church in Charleston, SC in which nine people were shot dead by a lone gunman.

The letter, written by Steve Davis, CEO of Rue La La, included a quote by Dr. Martin Luther King Jr. and told customers that Rue La La was mourning the nine lives lost by closing all of its boutiques for the day on Tuesday.


Rue La La also decided to sell a specially designed t-shirt as a small way for the brand to “speak up for a better world we need to create.” All net proceeds from the t-shirt will be donated to nonprofits that bridge racial divides.

“Racial prejudice is a problem and one requiring more action and involvement by all of us,” said Davis in an email. “Last week’s unfathomable act of violence in Charleston was the latest in a series of similar, horrific events that have deeply saddened our company and employees.”

Davis said the t-shirt allows customers to express the equality goals that society must strive toward.

“We are extremely proud of the support for this cause and sales for the t-shirt have been better than expected,” said Davis. “Our plan is to leave the shirt up for 48 hours, the same as we do for all boutiques on our site.”

This isn’t the first time Rue La La has spoken out about tragedies and issues that matter. It also did so the day after the Boston Marathon bombings, the Sandy Hook Elementary School shooting and the 10th anniversary of 9/11.

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