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Nordstrom said Monday it’s launching for the first time a private-label brand that will give 5 percent of its earnings to Girls Inc. and other nonprofits that seek to empower women and young girls.

The move comes amid the increasing popularity of “give-back” fashion, with companies from online eyeglass store Warby Parker to shoemaker Toms sharing profits with worthy causes. The brand, dubbed Treasure&Bond, takes its name from a charitable boutique Nordstrom opened in New York’s SoHo neighborhood in 2011.

The company, which later signed a deal to open a full-fledged Nordstrom store in Manhattan in 2018, was seeking to learn about the market and to give something back to the local community, says spokeswoman Brooke White.

Nordstrom pulled the plug on the unprofitable boutique in 2013 when the landlord jacked up the rent — but it hung on to the concept of charitable retailing, and the name.

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“We wanted to keep the Treasure&Bond dream alive,” White said.

Nordstrom said the Treasure&Bond label will be available at 86 stores around the country and online, and will offer an “updated, lived-in and vintage feel” for women’s clothing. Items range from leather jackets to skinny jeans to soft plaid shirts.

Girls Inc., dedicated to making young women strong and successful, will be the first beneficiary of the program, Nordstrom said.

Ángel González: 206-464-2250 or

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