"UnEarthing Kindness" Grassroots Initiative Pledges Aid to Peru Quake Victims

Geology T-Shirt Web Shop Issues Challenge to Fellow Small Businesses to Aid Relief Effort

Los Angeles, CA, August 19, 2007 --(PR.com)-- The major earthquake that devastated Peru on Wednesday, leaving countless people homeless, has prompted a small online business to action in the hope that others will follow suit. UnEarthedTees, a web shop that specializes in geology-themed t-shirts and gifts, is pledging to donate 20% of all profits through the end of September toward relief efforts in Peru through a new grassroots initiative called "UnEarthing Kindness."

"Although UnEarthedTees is usually all about the lighter side of geology, we know of course that in the real world the effects of earthquakes, volcanoes and similar phenomena take a serious toll on human life. We want to help alleviate, in whatever way we can, the suffering the recent earthquakes have caused in Peru," said Jean Roth, the founder of UnEarthedTees and its parent company, Rotem Design Studio. Donations from the UnEarthedTees website will be made to Oxfam America.

The August 15 quake, which measured 8.0 on the Richter scale and lasted nearly two minutes, resulted in over 500 deaths. In a country where 49% of the population lives below the poverty line, structures are flimsy and often made of mud brick. The impact left thousands without homes, and entire villages collapsed in impoverished areas along the coast.

UnEarthedTees, which is powered by the California print-on-demand company CafePress, has also issued a challenge to their online colleagues.

"We are asking that other businesses become part of the UnEarthing Kindness initiative, and make a similar pledge to donate what they can toward the relief agencies of their choice,” said Roth. “We will be listing participants on the UnEarthedTees site, and will feature prominently products focusing on earth science and geology themes.

"Many of us are small but I have seen in the past what happens when the generous souls in the independent business community band together to help. Together we can make an impact to help the people of Peru."

About UnEarthedTees

Established in 2005, UnEarthedTees made a splash in the geology and rock-hounding world with its humorous earth science themes and clever graphic design. UnEarthedTees has donated to the Geological Society of America Foundation and the Bristol Gem and Mineral Club and has been featured in Bleech Magazine. To learn more, visit http://www.unearthedtees.com.

Oxfam America, a privately funded organization that works to end global poverty, has received the Better Business Bureau’s highest rating for charitable organizations. Oxfam has been onsite in Peru assessing damage and working on relief in rural areas since the first quake on Wednesday.

Contact: Jean Roth, UnEarthedTees, jroth@unearthedtees.com

Rotem Design Studio
Jean Roth
(310) 313-1690