We appeal to consumers considered "conscious" and "trend-setting." This support base has a commitment (expressed or not) to contribution and a demand for brands that embody this idea of commerce and contribution. At Phefeni, we believe that daily activities like shopping for our children can function as a humanitarian effort. Phefeni customers create and sustain communities based on giving, communities inspired altruistically to action. Created with the world's little ones in mind, and partnering with Inspire Learning, beginning Summer 2009, a donation from each purchase will be made to a children’s organization. Phefeni will be a vehicle for progress within various countries where our little ones currently suffer conditions that deny them their childhood.