Clothing company aims to raise $100,000 with 'I Really Care' line

PHOTO: WILDFANG has launched a new clothing line with the words "I Really Do Care" to raise money for charities in Texas providing legal assistance to immigrants.PlayWILDFANG
WATCH First lady's trip to visit immigrant children overshadowed by tone-deaf jacket choice

Wildfang, a clothing brand based in Portland, Oregon, has created a fashion line for charity in response to the jacket Melania Trump wore while en route to visit migrant children in Texas Thursday.

The first lady's sartorial choice -- a green jacket from Zara with the words "I really don't care, do u?" emblazoned on the back -- raised eyebrows though her spokeswoman insisted there was "no hidden message" behind the clothing.

PHOTO: First Lady Melania Trump departs Andrews Air Force Base in Maryland, June 21, 2018, wearing a jacket emblazoned with the words I really dont care, do u?Mandel Ngan/AFP/Getty Images
First Lady Melania Trump departs Andrews Air Force Base in Maryland, June 21, 2018, wearing a jacket emblazoned with the words "I really don't care, do u?"

Within hours of the photos going viral, the Wildfang team decided to work around the clock to create a small line of clothing, with each piece reading: "I really care, don't you?"

CEO Emma McIlroy told "Good Morning America" her 15-person team is dedicated to the mission of supporting women and underrepresented communities, and the decision to make this new clothing line was automatic.

"Today is going to be bigger than Black Friday for us," McIlroy said. "It's so exciting to watch the public respond in that way and for us to have the privilege to give people a way to make an impact."

The line consists of a a jacket, a bomber and a T-shirt ranging in price from $40 to $98, and all proceeds benefit RAICES Texas, an organization that provides legal services to immigrants in the border state. McIlroy said that the items have sold out at least twice (most have been restocked) and to keep up with the demand, they also plan to launch a $60 hoodie on Friday. So far Wildfang has raised more than $50,000 -- half of the team's $100,000 goal.

"We stand proudly with immigrants and support their rights and RAICES does amazing things for these families," McIlroy said. "We hope to see kids reunited with their parents. That is the goal here. We want to spread awareness, we want people to take action we want you to give all your money to RAICES. They do amazing work!"

PHOTO: WILDFANG has launched a new clothing line with the words I Really Do Care to raise money for charities in Texas providing legal assistance to immigrants.WILDFANG
WILDFANG has launched a new clothing line with the words "I Really Do Care" to raise money for charities in Texas providing legal assistance to immigrants.

PHOTO: WILDFANG has launched a new clothing line with the words I Really Do Care to raise money for charities in Texas providing legal assistance to immigrants.WILDFANG
WILDFANG has launched a new clothing line with the words "I Really Do Care" to raise money for charities in Texas providing legal assistance to immigrants.

PHOTO: WILDFANG has launched a new clothing line with the words I Really Do Care to raise money for charities in Texas providing legal assistance to immigrants.WILDFANG
WILDFANG has launched a new clothing line with the words "I Really Do Care" to raise money for charities in Texas providing legal assistance to immigrants.

Though the line is currently seen as a limited run, McIlroy isn't ruling out the possibility that Wildfang could add the "I really care, don't you?" pieces to its collection.

"Our brand entirely is built for the consumer. Whatever she tells us she wants, she'll get it," McIlroy said. "When an issue impacts our consumer, we stop trying to sell her jeans and start trying to make her life better."

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