Macmillan Cancer Relief and the British Hat Guild are launching the UK's first "Week of Hats
The week from 1 June aims to raise funds for Macmillan and boost the British hat industry while increasing the profile of the guild.
The Week of Hats will include a Wear a Hat to Work Day, and events such as Liberty's Mad Hatter's Tea Party. Certain milliners and retailers will also donate 10 per cent of their hat sales to Macmillan.
The partnership was organised by Macmillan's groups and associations department. the department specialises in building long-term partnerships with membership organisations and working out mutually beneficial strategies, distinct from those built up with corporate partners.
It usually approaches potential partners with a proposal, and both parties develop a strategy. In this case, however, the guild approached Macmillan.