Equal Threads is built on the belief that school uniforms should be a social equaliser, helping every child feel like they belong. Equal Threads launches with a retail store and a new web storefront, giving Australians a way to support children in need with their uniform and workwear purchases. Says Ed Bechervaise, Executive Creative Director, Fuel: “School uniforms are supposed to help children feel like they belong, no matter where they come from. Says Ken Chow, Group Account Director, Fuel: “Equal Threads gave us an opportunity to really evolve how we do purpose brands — making them simpler to understand and easier to scale, without losing any of the impact.” Equal Threads turns something as mundane as buying a school uniform into an act of social impact.