A Glasgow actor and singer, has launched a new clothing brand which will donate 50% of its profits to theatre charities.
Alex Long has created the I Am Viable brand with the hope that it can help support for the theatre industry in response to the UK Government’s recent comments deeming the arts sector “unviable”.
Currently unemployed and refusing to give up his life and career, Alex instead searched for ways to support himself and those in the arts around him. 50% of I Am Viable ’s profits will be donated to Dame Judi Dench’s charity Acting For Others, which has already supported over 5000 theatre workers with emotional and financial support since the beginning of the pandemic.
Alex, founder of I Am Viable, said: “ The pandemic has hit all of us, and it is atrocious that our industry is being actively prohibited from returning to normal, and being given such little support in the interim. I started I Am Viable to refute Sunak’s blatant disregard for the arts and make the statement that I have a successful, viable career that I love and will continue to do after the pandemic, and that we deserve to be heard now.”
After losing all of his upcoming work as a result of the pandemic, Alex has said he hopes that the brand will help to support both himself and others working in the arts also struggling to make ends meet.
