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New Distro Store By Sophie Williams (Millennial Black)

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We received an unsolicited instagram message from Sophie Williams on Wednesday, by Friday we had all the products in the store and orders were coming in from all over the World.


We wanted to highlight this special collaboration that landed in our lap last week. It was a whirlwind few days but we think sometimes it’s really worthwhile to push the boat out.


Check out the Millennial Black store here.

Sophie got in touch with us to see if we could help her to make some merch. During the fallout from the George Floyd killing and the resulting Black Lives Matter protests, Sophie made some Instagram posts highlighting her thoughts about the situation. This got a lot of attention, it was shared all over the internet and was even co-opted by Justin Bieber!

Sophie’s original Instagram post

This led to a lot of requests from people to take these slogans to protests and Sophie kindly obliged, making her posters available for people to print at home.

But Sophie thought that she could do more and the idea of selling posters and making some  money for a Black Lives Matter seemed like a really good thing to do. This is where we came in. We’re not going to go into detail about our role because this story is not about us, we just helped to facilitate what Sophie wanted and created a store where people could buy some inspiring art prints, postcards, stickers & tote bags.

Who is Sophie Williams?

Sophie Williams is an Author, and Marketing and Operations specialist with a focus on organic social media, who loves thinking about intersectional identities (especially race and gender) and how they shape our experiences of the world.

Right now, Sophie is writing a book called Millennial Black. It’s a look at how black women’s intersectional identities (blackness PLUS womanness) shape our experiences of work, the unique challenges we face, and what can be done to make it better. Millennial Black is available for pre order and will be published in April 2021.

Sophie’s career began in London’s advertising agencies, where she has worked as a Project Manager, Creative film and photography Producer, Operations Director, and most recently Chief Operating Officer. Sophie is a Co-Founder of Culture Heroes, a non-profit organisation dedicated to raising BAME representation at a senior level in the Advertising and the Creative Industries.

In 2019 Sophie left full time employment to set up Blanket Fort – a micro agency providing high quality, bespoke Marketing and Production support to businesses. As Blanket Fort, Sophie has worked on marketing campaigns for Sex Education, The End of the F***ing World, and The Crown.

Check out all of Sophie’s work here

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