This T-Shirt, the relief initiative started by creative agency DS Projects, - AmNews Curtain Raiser


Wednesday, May 20, 2020

This T-Shirt, the relief initiative started by creative agency DS Projects,

After two successful collections, This T-Shirt, the relief initiative started by creative agency DS Projects, known for merchandise designed with the signature phrase “Bought This T-Shirt and Stayed The F*** Home,” partners with New York-based ROAR(Relief Opportunities for All Restaurants) to launch the New York Capsule Collection featuring Rosfrom City Winery. Through this collaboration, This T-Shirt will donate 100% of proceeds to ROAR, a coalition of New York restaurant owners that provides grants to restaurant employees facing unprecedented hardship as a result of the COVID-19 pandemic.

“City Winery strives to bring people together through our shared love of music, food, and wine. We make every decision with human connection as our compass. Our intention is to bring people together through shared interests. The shared missions of This T-Shirt and ROAR at the core of City Winery's. Strong communities have a loud collective voice, and City Winery's community speaks loudly to support organizations that work to support people in our industry and in our community,” says Raúl Mesías, Director of Wine Sales at City Winery.

The ROAR Buy This T-shirt Rose is 100% Syrah from Mendocino, California. It’s a Provence-style Rose available for $35 as a single bottle, $75 for three bottles, $120 for six bottles, or $209 for 12 bottles. Free shipping is available for all orders.

Additional New York Capsule Collection partners include Sardel Olive Oil:, HomesickCandles, and Curious ElixirsThe Throwback T-Shirt featuring a twist on the signature “Bought This Shirt and Stayed The F*** Home” phrase is also available.

Guests can shop for the New York Capsule Collection through the end of May

This T-Shirt is a COVID-19 relief initiative dedicated to helping those in need through leveraging creativity and strategic partnerships. Since launching, the relief platform has raised over $100K to directly benefit local manufacturers and over 50 restaurant partners. In an effort to further their impact, This T-Shirt is moving towards a model that helps individuals that have been affected in the hospitality industry.

City Winery, founded in New York City in 2008 by Michael Dorf, strives to deliver the highest-end combined culinary and cultural experience to urban wine enthusiasts. City Winery boasts locations in New York, Chicago, Nashville, Atlanta, Boston, Washington DC, and Philadelphia, with a forthcoming Hudson Valley location scheduled to open in 2020. There are also four other concepts run by the company: City Vineyard at Pier 26, City Winery at Rockefeller Center, City Winery Chicago at the Riverwalk, City Winery Greenway in Boston.

Restaurants and bars are the heartbeats of New York City. When the government shut down these restaurants and bars to mitigate the spread of COVID-19, about half a million people suddenly found themselves out of work, with no ability to earn a living from home. With paychecks and tips lost overnight, service workers don't know how they will cover next month’s rent, put food on the table, or pay for medicine, school, child care, and more. 

Relief Opportunities for All Restaurants (ROAR) was founded by New York hospitality professionals to support restaurant workers suffering from financial hardship, rescue small businesses from the devastating effects of COVID-19, and enact a sustainable future for the hospitality industry in New York. Working on policy and advocacy work with city and state government officials, alongside key fundraising efforts, ROAR is fundamentally working to give restaurants in our state a fighting chance. ROAR and Robin Hood, New York City’s largest and most-effective poverty-fighting organization, have partnered with the National Restaurant Association Educational Foundation (NRAEF) to provide direct cash assistance to restaurant workers in New York City facing unprecedented economic hardship as a result of the COVID-19 pandemic.

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