Now in its fourth consecutive year of giving to the cause, Markham remains steadfast in its dedication to 'WATB'. What began as a bold commitment to invest in South Africa's youth has grown into a sustained movement driven by purpose, community and measurable impact, says the retailer. 

In South Africa, more than 60% of children grow up without active father figures. At the same time, gender-based violence remains a national crisis, with a woman's life taken every three hours. These realities underscore the urgency of investing in young boys today. By equipping them with emotional support, strong role models, and the tools to express themselves in healthy ways, there is a real opportunity to shift the narrative and nurture a generation of good men. 

With the right foundation, boys can grow into emotionally intelligent, confident men who value empathy and respect. By challenging outdated ideas about masculinity and promoting healthier models of manhood, harmful cycles can be broken, helping to build stronger homes, schools and communities. This is the heart of 'What About The Boys' and the driving force behind Markham's continued commitment, adds the retailer.

"We are incredibly proud to have reached the R1.5-million target for this financial year," says Nicol Rademeyer, Head of Marketing at Markham. "This is our fourth year supporting the programme, and our commitment remains as strong as ever. We have seen the impact firsthand, the growth, the conversations and the positive change taking place and we truly believe this work is crucial for our country." 

The success of this past year's fundraising efforts was driven by strong internal and customer support. Two crew necks, alongside the sale of four specially designed T-shirts, played a pivotal role in helping the brand reach its target. The collections once again demonstrated how fashion, when aligned with purpose, can mobilise communities and create tangible change. 

Over the past four years, 'WATB' has continued to expand its reach and deepen its impact. Through a movie screening, structured workshops and facilitated engagements, the programme provides young people with safe spaces for dialogue, mentorship and personal development. Markham has witnessed the difference the initiative is making in schools and communities, reinforcing the importance of sustained investment, says the retailer,

"This milestone belongs to everyone who supported the campaign," adds Rademeyer. "From our teams on the ground to every customer who purchased a T-shirt, you made this possible. We are deeply grateful and encourage our supporters to continue walking this journey with us."

As Markham prepares to hand over the R1.5-million cheque, the brand reaffirms its long-term commitment to 'WATB' and to building a future shaped by opportunity, support and positive role models.

Because real change is not a once-off moment, it's a commitment sustained year after year, concludes the retailer.

For more information, visit www.blog.markham.co.za. You can also follow Markham on Facebook, X, Instagram, or on TikTok. 

*Image courtesy of Facebook