04/23/2015 03:25 EDT | Updated 04/23/2015 03:59 EDT

Guess Takes A Stand Against Violence For Denim Day 2015


Even more reason to wear denim!

Global lifestyle brand Guess is taking a stand against violence by promoting Denim Day 2015, an event in which people are encouraged to wear jeans in order to raise awareness of rape and sexual assault. The event takes place on April 29 this year.

guess denim day

The Denim Day movement started in 16 years ago after the Italian Supreme Court infamously overturned a rape conviction because the victim was wearing tight jeans. The justices felt she must have helped her rapist remove her jeans, thereby implying consent. The following day, women in the Italian Parliament came to work wearing jeans in solidarity with the victim, which led Los Angeles-based nonprofit organization Peace Over Violence to develop the Denim Day campaign.

In honour of Denim Day 2015, the Guess Foundation will donate $2 for every pair of jeans and select accessories sold from now until Wednesday, April 29th. The donations will provide victims with hotline crisis counseling, therapy sessions with licensed counselors, sexual abuse response teams to accompany rape survivors to hospitals, and an educational high school series on teen dating and violence prevention.

Volunteer training sessions will also be given to crisis intervention specialists and legal advocacy services will be given to survivors. This is the second year Guess is offering its support to the organization.

Additionally, all Guess, Marciano, and G by Guess stores will promote Denim Day with a chain-wide in-store digital and online marketing campaign, starring Yara Khmidan, Simone Holtznagel and Jessica Raemy.



For more information on how you can get involved, visit

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