Sometimes fashion is known for being fantastical and shallow. We read the tell all books about spoiled fashion personalities, the demands of diva fashion designers, the self absorbed antics of models, and on and on. Fashion industry lovers and professionals know that fashion doesn’t always get the respect it deserves. We know the truth–amazing things happen because of the fashion world. And, that is exactly why we love discovering companies like Jedidah.

Jedidiah is a humanitarian-based fashion brand that creates cool casual clothing for men and women. Each season, the company collaborates with a new organization that helps people in need. Jedidiah’s winter 2010 collection is full of fashionable separates, and a portion of proceeds are donated to schools in Africa.

We believe that there is no better way to celebrate the holiday season than through the spirit of giving (combine that with clothing, and we’re in heaven). So, we’re happy to share our interview with Kevin Murray, CEO of Jedidiah with you:

FMM:  Which came first for you, an interest in design, or helping people in need?

KM: Design and manufacturing really came first. I went to school for architecture so I always had an interest in design and how to build things. I started a screen-printing company when I was 23 and loved the process of taking design onto material for apparel. As this business grew, the structure of Jedidiah came out of it. Jedidiah is really our way of using what we do for a living to try and make a difference in peoples’ lives. I had machinery, staff and a mechanism already in place that used art, production and apparel distribution as a business model. So we wanted to find a creative way to use this vehicle to create some kind of greater good for others.

FMM:  Can you describe Jedidiah’s winter line in 3 words?

KM: Invisible Children, Uganda…Obviously this is because they are our holiday partner. I try and focus on the partnerships with our non profits. So when I think of our collections I think of our partners first.

FMM:  Which Jedidiah item is your personal favorite?

KM: This is the first year we’ve had any kind of bag as an accessory. So our Central Messenger Bag is right now my favorite. I travel a bunch, so I love to carry a Jedidiah bag with me.

FMM:  Out of all of the humanitarian organizations needing assistance, what was it about Invisible Children that made you want to work with it this holiday season?

KM: All of our nonprofit partners really come out of personal relationships or encounters we have had along the way. In the case of IC, I knew Jason and Laren before IC existed. Laren actually interned for us when he was in school. So we knew them personally. My oldest daughter Kerri also worked for them for 2 years and spent a year as part of their staff in Uganda. My wife and I traveled to Gulu in 2008 and saw firsthand the work they were doing on the ground there, as well. During all this time, we have met many of their staff and done events with them, so it was pretty natural to move them into our holiday campaign.

FMM:  Do you have any advice for designers (and non-designers) who want to make a difference?

KM: Our business model is to use “embedded generosity” as part of business structure. I don’t think the world needs more nonprofit organizations, I think the world needs more for-profit companies that use their resources to assist the nonprofit community. My advice is to find a way to use your existing labor, what you already do for work and create an “embedded generosity” model. Anybody doing anything for work can make this happen. And it does not have to be writing checks, it can be giving of your time and talents too, but all of us can leverage what we already do for the greater good.