The global fashion brand is raising awareness for Denim Day and donating $100,000 to Peace Over Violence. All you have to do is shimmy into your favorite jeans.
With its sexy denim pinup girl ad campaigns, Guess has helped launch the careers of some of the world's most sensational supermodels—from Claudia Schiffer to Kate Upton. On international Denim Day (April 23), Guess, Inc. and its Guess Foundation will launch their largest philanthropic campaign to date in support of the non-profit Peace Over Violence.
Peace Over Violence is a Los Angeles-based organization that aids those affected by sexual, domestic, and interpersonal violence. Denim Day is an international movement that originated in 1998, when a judge in Italy overturned a rape case on account of the fact that the victim was wearing tight jeans. Italian women banded together to protest the ruling; pledging to collectively wear denim as a gesture of solidarity.
Peace Over Violence has led Denim Day in North America for the past 15 years. And considering that Guess is a denim-focused fashion brand, the partnership comes naturally. The company, which is made up of a trio of brands (Guess, Guess Factory, and G by Guess), will encourage its customers and communities to sport jeans on Denim Day and help raise awareness.
Across its more than 400 stores—including three in Manhattan—there will be Denim Day messages in storefront windows, social media campaigns (with the hashtag #DenimDay), and in-store pledge books where shoppers can commit to wearing jeans the day of the campaign.
Guess’ commitment also extends to a $100,000 donation to fund Peace Over Violence services like hotline crisis counseling, therapy sessions, and sexual abuse response teams. Check out the video above for a word from musicians Maya Jupiter and Aloe Blacc on Guess' Denim Day campaign.