Whole Foods Market has partnered with New York City-based contemporary housewares retailer West Elm, a subsidiary of San Francisco-based kitchenware and home furnishings retailer Williams-Sonoma, to launch a Whole Foods-exclusive kitchen and textile collection for the holidays.
Made in partnership with Guatemalan textile group The New Denim Project, the 12-piece, limited-edition collection of kitchen and tabletop items are crafted from premium, upcycled denim. One dollar from every piece purchased will go to the Whole Planet Foundation, which seeks to alleviate poverty in communities worldwide.
Each piece in the collection is 100 percent cotton and constructed of upcycled denim, a process that utilizes waste from pre-consumer denim. The waste is ground back into fiber, mixed with new cotton, spun into yarn and woven into fabrics. The process is chemical- and dye-free, and more than 20,000 liters of water are conserved per kilogram of upcycled material. Most items in the 12-piece collection are priced below $40 and include coasters, napkins, placemats, table runners, oven mitts, kitchen towels and aprons.
To support the collaboration, Whole Foods and West Elm are encouraging customers to visit westelm.com/wholefoodsmarket to access exclusive entertaining ideas and recipes. Beginning Oct. 1, West Elm will donate $1 to Whole Planet Foundation for each customer who creates one of the unique recipes, photographs it and shares it on social media using #WestElmxWFM, for an additional $2,000 donation to Whole Planet Foundation. Additionally, on Oct. 8, customers who RSVP at westelm.com/stores can visit their neighborhood West Elm store for a special day featuring holiday entertaining tips from West Elm’s professional in-home stylists, free treats and exclusive recipes provided by Whole Foods.