Shop412 Launches The 412 Fund
A Community Chest to Support Pittsburgh Through Hyperlocal Giving
Pittsburgh, PA – Shop412, the iconic Pittsburgh-born brand founded in 2007 by Christian and Aaron Kinkela, proudly announces the launch of The 412 Fund today on April 12—known locally as 412 Day. This new initiative formalizes the brand’s philanthropic giving and long-standing commitment to giving back to the Pittsburgh community by creating a charitable arm dedicated to making a hyperlocal impact.
“For years, we’ve been honored to use our platform to collaborate with nonprofits in support of causes that matter to Pittsburgh,” said Christian Kinkela, co-founder of Shop412. “With The 412 Fund, we’re taking it a step further by creating a community chest that ensures our brand’s impact is felt where it’s needed most, in an authentic and meaningful way that is always deeply rooted in our city.”
“The 412 Fund is our way of giving back to the city that built us,” added Aaron Kinkela, co-founder of Shop412. “We believe that in Pittsburgh, hometown is hero—and this fund will reflect that by investing directly into the people and places that make our city great.”
The mission of The 412 Fund is to support the heart of 412 through hyperlocal giving. The fund will do this through its focus on three core pillars:
• Fairplay – The Fairplay pillar is built on Pittsburgh’s legacy of grit, determination, and teamwork. It aims to ensure that every child has the opportunity to step onto the field, ice, course, or track, no matter their background, by supporting local sports initiatives and building access to the game. This pillar will empower the next generation—instilling the city’s blue collars values. It will ultimately ensure that Pittsburghers continue to rise together through sports.
• Opportunity – The Opportunity pillar is about breaking down barriers and creating pathways to success for all, just like Pittsburghers have done throughout history. It is committed to ensuring that Pittsburghers have access to the resources and support they need to thrive, including food security, education and healthcare. This pillar aims to lift others up, one neighbor at a time.
• Together – The Together pillar focuses on the heart of the Pittsburgh community and the fact that there is strength in numbers. It is dedicated to furthering the spaces and services that make the city unique. From supporting local parks to helping first responders to assisting with volunteerism, this pillar will nurture those places and people that keep Pittsburgh strong, secure and vibrant.
Since its inception, Shop412 has actively supported local organizations such as the Greater Pittsburgh Community Food Bank, The Boys & Girls Clubs of Western Pennsylvania, Pittsburgh Parks Conservancy and Pittsburgh Firefighters Local No. 1, among others. The launch of The 412 Fund solidifies this past commitment, ensuring a lasting impact continues to be made on the brand’s hometown.
To commemorate the birth of The 412 Fund, 10% of all Shop412 sales today, on April 12, will be donated to the fund and its mission.
Pittsburghers can further support The 412 Fund by visitingshopfouronetwo.com/the412fund and following @the412fund on Instagram. Donations may be made directly online, helping to fuel the heartbeat of 412—together.
About The 412 Fund
Founded on April 12, 2025, by Christian and Aaron Kinkela, The 412 Fund is the charitable arm and community chest of Shop412—a brand with deep roots in Pittsburgh. With a mission to support the heart of 412 through hyperlocal giving, The 412 Fund is committed to making a lasting difference in the Pittsburgh region. Through its three core pillars—Fairplay, Opportunity, and Together—the fund aims to create meaningful change by increasing access to sports, essential resources, and local services. By investing in the people and places that define Pittsburgh, The 412 Fund ensures that the city’s spirit is uplifted and strong.
About Shop412
Founded in 2007, Shop412 is more than a brand—it’s a symbol of Pittsburgh pride. Born from the city’s love for its sports, culture, and people, Shop412 has become a staple for Pittsburghers looking to represent their hometown. Through collaborations, community engagement, and a shared passion for 412, the brand continues to inspire and give back to the city that built it.