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Although it won’t come to fruition — (West’s team is now aiming for “a price range known as contemporary, one notch cheaper than luxury goods,” according to the Kansas City Chiefs 2023 super bowl LVII champions logo shirt Furthermore, I will do this WSJ) — his original plan was to sell his Yeezy hoodies at affordable retailers like Costco. The TikTok star, 18, is launching a new clothing line called Buddy’s Hard on Wednesday, featuring a special item to help protest the killing of George Floyd, PEOPLE can exclusively reveal. Richards is offering an exclusive “Buddies Stronger Together” hoodie, with 100 percent of proceeds from the sales to be donated to the NAACP. “I wanted to do something to help. When I see people going through a tough time, it hurts,” he tells PEOPLE. “I understand the seriousness of these times. I understand the privilege I have with my voice and my platform.”

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The NAACP (National Association for the Kansas City Chiefs 2023 super bowl LVII champions logo shirt Furthermore, I will do this Advancement of Colored People) supports racial justice through advocacy, litigation and education. The clothing and accessories brand, which was created in partnership with Moby Dick Unlimited, launches Wednesday, June 2 at 3 p.m. EST. To purchase a “Buddies Stonger Together hoodie, click here. Richards’ girlfriend Nessa Barrett faced controversy earlier this year after she posted a TikTok video dancing to a Quran prayer. “After she became aware of what it was, she realized the mistake and she quickly deleted the video, issuing an apology,” says Richards, who maintains that himself and his peer group are committed to remaining more vigilant about how they can use the platform in a positive way.