It's his life, and he can do what he wants, but I'm uncomfortable with this. They say "A fee and % profit will go to Sugar Mutts.", which means that this seems to be a commercial exercise on the back of the charity. Why not say they will give 100%?
UPDATE Oct. 2:
Link posted by Roberto Ferdenzi:
Scenes from Morrissey's Mporium pop-up at Sugar Mutts Rescue - Metro
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