Jul 5, 2021
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Idris Elba launches anti-knife crime collection

Jul 5, 2021

T-shirt legends can be a strong billboard for a key message and Idris Elba has a particularly strong one: ‘Don’t Stab Your Future’.

Idris Elba's #DSYF campaign

The global movie star is expanding his 2HR Set clothing brand into a third collection for this summer with the key motif part of his Don’t Stab Your Future #DSYF campaign in support of the fight against knife crime. 

DSYF aims to raise awareness by amplifying the message against knife crime and working towards a better future. The collection is available exclusively online at 2hrset.com with a portion of the proceeds going to multiple charities in support of anti-knife crime initiatives.

“We need to continue to amplify the message and drive people away from knife crime, Don’t Stab Your Future is a statement I used when I was ranting about knife crime and was upset about about a young person who had just lost their life and future. I want to support organisations and help people move away from violence”, Elba said.  

The collection includes hoodies and T-shirts embroidered with key messages within the campaign, including 'Love Yourself’, ‘DSYF’ and ‘All Equal Under The Sun’. Each message aims to encourage better choices and brighter futures and to respect one and other.

The 2HR Set brand name draws from Elba’s alternative music career and is a nod to his DJ sets at global nightclubs and festivals. Inspired by music and the dance floor, consecutive drops will see collaborations with other musicians and DJs “bringing newness regularly to the 2HR Set offering”.

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