Earlier this week, Set Active announced their new limited-edition line, Set for a Cure, which promised that a portion of each purchase would go to breast cancer research. But when fans began to ask just how much money would be going to the foundation, they were disappointed to learn that only 2% of proceeds would be donated.
"I'm really proud of that number. And here's why it's 2% and not 20% - running a business costs money. Like labor, shipping, marketing, keeping our team paid, all of it adds up fast. Our margins aren't what people think they are," Carter wrote on the platform.
She continued to note that while they could have donated a "bigger percentage," it would have been a one-time thing — but by keeping it to 2%, they could sustain their ability to support other organizations.
"I feel played - 2% is not 'shopping for a cause.' Set lost a customer today," one follower wrote while another added, "2% of proceeds is insulting."
After facing extensive criticism from followers, the brand admitted that they "fell short in how we launched today’s Breast Cancer Awareness drop." In response to the backlash, they added that they would be significantly increasing their donation.
They continued, "After deeper discussion internally, we are proud to share that we have since increased our commitment to $95,000. In addition to what we've pledged to the Susan G. Komen foundation, we'll be diversifying our donations across multiple organizations, such as @metavivor, to ensure we're making the largest possible impact."
Many items from the collection have now sold out — while select pieces are available for pre-order.
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