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Vitae London.
UK News

Sir Richard Branson backs Christian entrepreneur's ethical watch launch

by Eno Adeogun

William Adoasi's Vitae London brand is releasing its unisex, matte black watch exclusively through a crowdfunding campaign that has so far raised more than £6,000 from 57 supporters. It aims to reach £20,000 in the next 18 days.

For every watch sold the company will provide a child in South Africa - who has been orphaned or lives in poverty - with resources for access to education including two sets of school uniform, a bag, and footwear.

The £119 Season IV watch is described on the Indiegogo crowdfunding campaign as the company's "most popular design" and encourages people to order them as they "don't just look good, they do good too".


Adoasi, who is also a Virgin StartUp ambassador, said: "Each Season marks a new era for us.
"It's the way we've always done it - the natural evolution of the brand. We've seen what people have really gravitated towards and we've taken a lot of feedback from our customers. That has allowed us to develop a product that will resonate with our customers and give them the aesthetic they love".

Billionaire entrepreneur Sir Branson commended Adoasi's fashion brand saying: "What you (Vitae London) are doing is great, very simple but effective."

Vitae London

Sales of Vitae London watches in 26 countries have already funded more than 1,100 school uniforms for children in Southern Africa.

Adoasi is the son of two Ghanaian parents and says education was the key to breaking a perpetual cycle of poverty in his family which enabled him to live in London.

Vitae London

The Londoner said: "My passion is to create opportunities for other young people across Africa to break that cycle of poverty.

"I truly believe education is the key in order to do that. I want to help people who look just like me, but are unable to reach their full potential due to a lack of access to education and resources."

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