by Brian Lipton

Lifestyle apparel brand Vineyard Vines has announced the return of its annual Whales for a Cause campaign in partnership with renowned publisher Simon & Schuster and First Book, the nonprofit social enterprise dedicated to educational equality. The brands will come together to provide new books to kids in need.

Customers are encouraged to get involved in putting their own creative spin on the iconic pink Vineyard Vines whale. They can do so by collecting them in-store or downloading them at, and then coloring or painting them in and sharing them on social media with #WhalesForACause through August 27, 2021. For each whale shared one book will be donated to a child in need.

“First Book serves so many communities with the important work that they do, and now more than ever we are seeing the need for more educational materials in underserved areas. We couldn’t be happier to partner with them once again as we bring back this valuable program,” said Shep Murray, Vineyard Vines CEO & co-founder.

Added Kyle Zimmer, president and CEO of First Book, “As the world continues to recover from the pandemic, we recognize now more than ever that books offer an escape for young students to broaden their minds and unleash their imaginations. I can’t thank our partner’s Vineyard Vines and Simon & Schuster enough for working with us over the years to engage families across the country and provide the critical resource of new books.”