by Brian Lipton

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Ohio-based retailer Abercrombie & Fitch Co. has announced a five-year, $15 million commitment to SeriousFun Children’s Network, a global community of camps and programs where children with serious illnesses get to experience the magic of camp, founded by the late actor Paul Newman. Abercrombie will raise the funds through a combination of merchandise sales and philanthropic events.

To kick off this committed partnership, Abercrombie & Fitch, Abercrombie Kids and Hollister, will launch camp-inspired t-shirt collections in stores and online starting this week, with all proceeds from the merchandise set to benefit SeriousFun Children’s Network. In addition, for the next month customers can round up their purchase to the nearest dollar in all US stores, with all donations going to SeriousFun.

The company has been linked to SeriousFun since 2011 when it began a relationship with member camp Flying Horse Farms, which is located outside of Columbus, Ohio, near the company’s headquarters, including serving as camp counselors. That effort has now expanded globally, with over 50 associates to work at camps around the world this summer.

“Our associates are passionate about this partnership and our further commitment to SeriousFun will allow even more opportunities for them to get involved in camps throughout the world,” said Fran Horowitz, president and chief merchandising officer of Abercrombie & Fitch Co. “We wholeheartedly believe in the wonderful work that is occurring throughout the SeriousFun network and we are thrilled to provide more support to the organization.”

Added Mary Beth Powers, CEO of SeriousFun Children’s Network: “We are beyond appreciative of the support and resources the team at Abercrombie & Fitch has given to SeriousFun over the last several years and we are excited to launch this long term, network-wide partnership.”