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by Alex Brzezicka

Joy Crookes teams up with Timberland to save her local youth club and support community.

Even though singer Joy Crookes is reaching for the stars now with her debut album Skin out this week, she stays grounded in South London’s soil that nurtured her creative spark and gave a sense of community through her teenage years. Teaming up with the iconic outdoor wear brand, Timberland, as a part of ‘My Community. Our Nature’ campaign, she’s ready to take the action in her own hands and calls for support. With a little help, Joy can go a long way. 

Joy Crookes is one of four ambassadors scattered worldwide who are championing change in their communities with society-conscious projects. Following a public vote, one of them will be chosen and turned into reality to make a long-lasting impact on the people living in the area. The singer is an ambassador for InSpire Youth Club, based in Elephant and Castle’s St Peter’s Church.

The charity is a safe space for the future generation who want to socialise and build their set of skills during weekly creative workshops on anything from music to drama. Nigel Scott-Dickenson of InSpire says of the project: “Our work with Timberland and Joy will remain essential in solving and combatting all the social challenges and elements such as the gentrification of our neighbourhood that are being experienced locally and affects many of the young people’s families who attend InSpire”.

“Supporting my community and providing opportunities for local young people is really important to me, especially as I see South London continuing to be affected by gentrification and austerity. In less than a decade, spending on Youth Services throughout the UK has been cut by 70%,” Joy comments.

Channelling the same rebellious spirit that reigns in her music, she’s grown tired of the government not reacting to the nagging issue. Seeing the rapid fall, she wants to forge a safer and prosperous tomorrow for her peers by introducing a collaborative urban greening project that’ll feature a creativity garden. “I want this partnership to boost the community, provide collective inspiration, opportunities and get young people connected with nature. With the support of Timberland, I pledge to make a better future for the next generation of leaders,” Joy claims. 

Timberland also aims high with its sustainability goals planning on planting 50 million trees by 2025 and wanting to become net positive by 2030. Though for now, they do it step by step and want you to walk with them. Preferably in Ray City and Originals Ultra boots as for their pair sold, they will donate £5 to the winning project. Gear up and go green.

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