text: LSN : News : All in a good cause: Ethical retailer shows a better side of materialism
  All in a good cause: Ethical retailer shows a better side of materialism
  By Alex Jordan 17 : 12 : 2014 One Good Deed Today : Donations : Smart Philanthropy
  London – A new store in east London is designed to show that materialism doesn't have to be a dirty word.
  One Good Deed Today, London. Photography by Patricia Karallis
  One Good Deed Today (OGDT) is an ethical retailer selling a selection of homewares, gifts, clothing and prints, all transparently sourced.
  Some 5% of the store's proceeds will go to charity. The team at OGDT has hand-picked a selection of worthwhile causes to which every customer can choose to donate. The first charity partner is Skateistan, Afghanistan's first skateboarding school, which provides free lessons to Kabul's street kids, with more to follow.
  And if that hasn't warmed your heart enough, OGDT has set up a music studio and an adjoining café to encourage local creatives to come and explore their talents in an encouraging, open environment.
  The store was designed by London's Nice to be Nice Studio with furniture from Dean Edmonds.
  Read our Smart Philanthropy microtrend for insights into social initiatives with low entry barriers and our macrotrend The Convergence Economy for more on how brands are providing multidisciplinary services and experiences.