About Us > Licensing

Is your company keen to do Whatever It Takes for charity?

Whatever It Takes is a licensing programme that raises funds for charities through licensing partnerships. Unique products featuring artworks donated by leaders in the worlds of film, fashion, music and sport, are designed, manufactured and distributed under the Whatever It Takes brand. Royalties are used to help fund charitable causes of the leader's choice, and the work of 21st Century Leaders (a wholly owned trading subsidiary of Trade plus Aid charity reg. no. 1061376).

Vans, Eastpak, Churchill China, Dr Hauschka and Lee Jeans are among the licensees already working with the Whatever It Takes initiative.

Artworks created by Sir Roger Moore, George Clooney, Ewan MacGregor, Minnie Driver, Nicole Kidman, Sir Michael and Lady Shakira Caine, Claudia Schiffer, Samuel L. Jackson, Donna Karan, Giorgio Armani, David Bowie, Coldplay, Ozzy Osbourne, Lemmy from Motorhead, Slash, Bloc Party, Doves, Kaiser Chiefs, The Hives, and The Prodigy, have inspired a diverse and exciting range of licensed products, distributed in the UK, overseas and worldwide: T-shirts, jeans, backpacks, wristbands, footwear, mugs, plates, and beauty boxes.

The Whatever It Takes campaign and Whatever It Takes products have generated considerable national media coverage, including features in the Sunday Times, Independent, Vogue, and Marie Claire, as well as in trade press, on radio and television. Recently Charlotte di Vita, director of Whatever It Takes, appeared on ITV's This Morning with Minnie Driver to talk about the campaign (watch the video).

A range of product categories, including fashion accessories, apparel, health and beauty, publishing, stationery and gift items, are currently available for licence.

To find out more about the licensing opportunities worldwide with Whatever It Takes, please contact:

Catherine Patterson
The Partnership, 162 Stephendale Road, London, SW6 2PL
tel. 020 7731 3233
e-mail catherine@thepartnership.uk.com