Crosstown X Crisis

The world’s first Invisible Doughnut

Crosstown is serving up the sweetest treat you will never see. We’re launching the world’s first invisible doughnut. There is just one catch: you cannot eat it. But every imaginary bite will help someone take a real step out of homelessness.

The invisible doughnut is being ‘sold’ throughout December to raise vital funds for Crisis, the national charity working to end homelessness. Customers can donate £1, £3, £5 or £10 to “buy” the invisible doughnut in any Crosstown store*, Crisis’ charity shops or online at https://shopfromcrisis.org.uk/products/crosstown-x-crisis-donate. 100% of all donations made will be received by Crisis.

The idea is inspired by the newly introduced Mr. and Little Miss Invisible characters, created especially for Crisis and shaped with help from people with lived experience of homelessness. The invisible doughnut takes the same spirit of imagination and kindness, proving that even the things you cannot see can have a meaningful impact.

What is invisible homelessness?

“In Britain today there are tens of thousands of people who are hidden homeless, sleeping in cars, on buses or on sofas. These are people who live in a constant state of uncertainty, people trying to hold down jobs and desperately struggling to find an affordable, safe home. The scale of the problem is going unseen – and that invisibility makes it harder for people to get the support they need. At Crisis, our mission is to end all forms of homelessness. We are grateful for this creative partnership which will raise vital funds and awareness at a time when our services are in high demand.” – Liz Choonara, Director of Commerce and Enterprise at Crisis.

Latest research by Crisis, published in November, shows there are now nearly 300,000 households in England experiencing the worst forms of homelessness. This includes people being forced to sleep on the streets; in unsuitable temporary accommodation such as nightly-paid B&Bs and hostels; and in unconventional places like tents and squats.*

Crisis X Crosstown

Crisis is the national charity for people facing homelessness across Wales, Scotland, and England. They provide services directly to people experiencing homelessness, carry out research into the causes and consequences of homelessness, and campaign for the changes needed to end it. A list of their charity shops is available here.

This Christmas, Crisis will be supporting approximately 5,500 people across Britain. The charity will be providing a range of services, from safe accommodation to GP appointments, eye tests, and hot food; with the focus on supporting people out of homelessness for good.

Jo Blundell, CEO, Crosstown, said: “During the time of giving, we wanted to create something playful that could also do genuine good. The invisible doughnut is a light-hearted idea with a serious purpose behind it. Every pound donated will help Crisis support people who need it most at Christmas. We are proud to partner with them and proud of the generosity we know our customers will show.”

Donating to Crisis this Christmas

You can donate now in-store across any Crosstown store, market, or truck in London, Oxford, or Cambridge. Or, visit https://shopfromcrisis.org.uk/products/crosstown-x-crisis-donate to make a donation online.

Limited edition collaboration merchandise will be available to purchase at shopfromcrisis.org.uk, and each physical doughnut donation rewarded with an exclusive Little Miss Sparkle sticker to show support. Crosstown will also be donating real doughnuts in the Christmas week, as well as volunteering at Crisis services as part of the partnership.

Doughnuts or Donuts? – The creme de la creme of pastry predicaments. The distinction between ‘Doughnut’ and ‘Donut’ is a matter of elegance and refinement, much like choosing between an aged Bordeaux and a contemporary Napa Valley red. The term ‘Doughnut,’ with its rich and classic spelling, harks back to its 18th-century origins, embodying the traditional art of baking, a sense of sophistication, and a tribute to time-honoured traditions. On the other hand, ‘Donut,’ is its chic and modern counterpart, popularized by the iconic American brand in the 20th century, representing a more casual, contemporary approach to this delectable treat. While both represent the same luxurious indulgence, ‘Doughnut’ carries a slightly more formal and traditional tone, while ‘Donut’ encapsulates a more relaxed, modern, and playful spirit. Whichever spelling you choose, you’re indulging in a timeless confection, a symbol of sweet extravagance.