SAN FRANCISCO, March 26, 2020 /PRNewswire/ -- KIN THE LABEL accessory designers, Sara Brady and Ashley Cornil, today announced that they are launching a PAY IT FORWARD campaign. This initiative puts KIN THE LABEL (KIN) in a position to help those affected by the COVID-19 virus by offering their customers a 20% discount on their website and paying a portion of the savings forward to a charity at the center of this crisis: Direct Relief. This campaign underscores KIN's commitment to sustainable fashion and the people who help support this industry.

"The significance of this pandemic will have a lasting effect on our families, communities, and economies," says founding partner Ashley Cornil. "This new reality in which we find ourselves is uncomfortable and scary, but as we move through this a day at a time there is a silver lining to it all. Putting our needs aside for the greater good can only bring us closer together as a family, community, and nation."

KIN is committed to doing right by the people they work with and the places they source from.

"We've always been a proud U.S.-made brand. And in uncertain times like these, we can't help but think the U.S. stands for us," says Sara. "We are focused on how our brand and product affect people and how it makes them feel. Right now, people feel fearful, overwhelmed, and scared. Yes, fashion is a fleeting business but at its core, it's a way to express yourself. It gives confidence and makes you feel good. And I think we can all use a little bit of this right now."

KIN THE LABEL has been producing hats since 2014. What began as a weekend workshop in millinery, soon turned into a hobby of blocking hats out of the sisters' city garage. Not long after, the brand was born. KIN brings to life the ease of California cool and city sophistication. In their latest line of packable straw hats, KIN focuses on hats that are designed to go where you go. Their hats aren't just made for vacation but rather everyday adventures.


Based in San Francisco, KIN THE LABEL was founded in 2014 by twin sisters Ashley Cornil and Sara Brady. KIN hats are made in an employee-owned, U.S.-based factory that has been making hats for 150 years. Their U.S. made hats are beautifully crafted by experienced hands-80 if you're counting- and go through 40 steps to complete. KIN believes in fewer things of better quality.

For more information about KIN THE LABEL, visit its website at

1782 Filbert Street

San Francisco, CA 94123 | @kin_thelabel

Media contact: Michael D. Montoya / 415-793-9893

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