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The Product Story

Over 680 21st Century Leaders in the worlds of fashion, film, television, music and sport, have donated their original artworks and signed messages of hope for the future, to join Whatever It Takes - a unique artwork campaign launched by 21st Century Leader Ltd, the wholly owned trading subsidiary of Trade plus Aid (British charity registration number 1061376).

Featuring these artworks on products which are designed and sold under licence worldwide,
Whatever It Takes has already raised over $7 million for 21st Century Leaders.

Each Whatever it Takes product range raises a minimum amount for 21st Century Leaders Ltd., which donates its net proceeds to fund selected charity projects, including those nominated by the celebrity artists, in support of key global development causes – poverty alleviation, environmental conservation, and the protection of children. Click here to learn more about the causes we support.

21st Century Leaders works closely with its partners to develop products and packaging inspired by the wonderful original artworks donated by over 680 21st Century Leaders. Each product is developed in line with our environmental policy and created by manufacturers who work to our ethical trading policy.

If you are interested in becoming a Whatever It Takes licensee, please click here to contact us to learn more about licensing.