This October, Gallery Climate Coalition (GCC) marks its fifth anniversary with the launch of ‘10% Of’, a bold new initiative debuting at Frieze London and Frieze Masters 2025.

Reimagining the familiar “10% off” sale sign, ‘10% Of’ transforms the language of the art market into a call for generosity and collective responsibility. Participating galleries will nominate artworks from their stands and pledge 10% of the sale price to support climate action in the visual arts. The initiative draws on artist Gary Hume’s reflection: “I can’t claim to be an environmental activist, I’m more like a ten percent activist. But I think there are lots of us who are ten percent activists, and if you put a lot of ten percent together, it begins to add up.”

Coinciding with GCC’s fifth anniversary and the lead-up to COP30, ‘10% Of’ comes at a pivotal moment. Global emissions remain on the rise, climate impacts are accelerating, and the need for collective action has never been clearer.

Since 2020, GCC has mobilised over 2,000 members in 60+ countries, equipping the arts sector with practical tools including its widely used carbon calculator, sector guidelines, and research. Through initiatives like ‘10% Of’, GCC continues to show how the mechanisms of the art market can be redirected toward meaningful climate solutions.

As Frances Morris, Chair of GCC, puts it: “By reframing a standard art market gesture, this initiative shows how the sector can work together to drive systemic change—an impact greater than the sum of its parts.”

We’re delighted to announce that leading galleries already committed to the initiative include:

Axel Vervoordt
BASTIAN
Berry Campbell
D'LAN CONTEMPORARY
Edel Assanti
Frith Street Gallery
Gagosian
Hauser & Wirth
Hollybush Gardens
Kate MacGarry
Lisson Gallery
Maisterravalbuena
Michael Werner Gallery
October Gallery
Pedro Cera
Peter Blum Gallery
Pippy Houldsworth Gallery
Sadie Coles HQ
Soft Opening
Sprüth Magers
Thaddaeus Ropac
Thomas Dane Gallery
Union Pacific
Victoria Miro
Waddington Custot
White Cube

We’re deeply grateful to the team at Frieze for their support and endorsement of the initiative, and of course to all the galleries and artists already confirmed to take part.