About Us

21st Century Leaders is a unique charity artwork project. The concept is simple. We gather artworks from leaders in all fields; royalty, film, music, Nobel Peace Prize laureates, sports, literature etc. Each ambassador donates a symbol of hope, a self portrait and a message of hope for the future.

These artworks are used to create Whatever It Takes products: 'merchandise with a meaning'. From wristbands to clothing, from tableware to cosmetics and footwear, each product is ethically produced and sold to raise funds for charitable causes chosen by each contributing leader. Companies including Vans, Eastpak, Churchill China, Dr Hauschka and Lee Jeans have so far joined 21CL in their determination to do Whatever It Takes for charity by creating products under licence. More licensing opportunities are now available to do Whatever It Takes for charitable causes.

The aim is to raise a minimum of $3 million over three years to fund charitable projects in developing countries, contribute to the protection of the environment and other charitable causes.

Products are sold, with the promotional support of our leaders, through retail partnerships, editorial, brand promotional partnerships and on the 21CL website. In the process we strive to assist and encourage a generation of influencers, to take ownership, positive action and raise awareness among their fans, for a global international development cause. We call the campaign www.whateverittakes.org.

21st Century Leaders is a wholly owned trading subsidiary of Trade plus Aid, charity registration number 1061376. www.whateverittakes.org is operated under license for 21st Century Leaders by IME Design.