To help end the nation’s blood shortage crisis, The American Red Cross, a 140-year-old brand, in partnership with MONO, announced the launch of Drop for Drop, an innovative, interactive campaign designed to invite a new, younger generation of blood donors to donate.

Joining forces with three legendary streetwear designers: Eric Emanual, New York Sunshine and Warren Lotas, the American Red Cross is inviting blood donors to help put an end to the blood shortage facing the nation by offering three custom, limited edition designs in exchange for a single unit of blood. Featuring Emanuel’s signature mesh shorts, a t-shirt from New York Sunshine and a graphic t-shirt from Lotas, all of the exclusive merchandise is being offered for free for donors. Appearing in shades of red, white and black, each item connects the respective brand’s signature design with imagery in support of blood donation.

The two limited edition merchandise drops occured in New York City August 3 and 4; and Los Angeles August 11. Donation slots immediately sold out.

“We are in the middle of a blood shortage. And the pandemic made it even more acute as we were unable to run drives on college campuses where we are able to engage a younger audience that can’t get to our typical community events,” Selma Bouhl, VP, Marketing Strategy & Creative Services at American Red Cross said. “MONO approached us with a creative idea that will resonate and motivate an entirely new generation of blood donors by tapping into streetwear culture in an authentic and engaging way.”