Guess Partners with Peace Over Violence for Denim Day 2015

Sixteen years ago, the Italian Supreme Court infamously overturned a rape conviction because since the victim was wearing extremely tight jeans. According to the courts, the victim must have helped her rapist take them off, implying that she must have consented. To support the victim and the case, many women in the Italian Parliament wore jeans to work the next day.

In response to this activism, Los Angeles-based sexual and domestic violence prevention group Peace Over Violence started the Denim Day campaign. Denim Day has since grown into a worldwide affair, and millions have participated.

Denim Day has since become a great movement protesting against sexual assault, and also against false perceptions and harmful attitudes surrounding the topic.

For the second year in a row, the GUESS Foundation is partnering with Peace Over Violence for Denim Day 2015. The GUESS brand has become synonymous with trend-setting denim, so it is only fitting that they participate in this great cause.

GUESS campaign 2013.
GUESS campaign 2013.

For Denim Day 2015, GUESS and Marciano stores across North America will encourage men and women to wear jeans on April 29, 2015. All participating retailers will cater both their in-store and digital marketing campaigns to spreading the word about Denim Day in a mission to confront prejudices and misconceptions and to advocate the end of sexual and domestic violence.

From April 20 to April 29, the GUESS Foundation will donate $2 for each pair of jeans sold (and a selection of accessories including watches, shoes and jewellery) to Peace Over Violence. With this donation, victims will be provided with counselling, educational programs will be given to high school students and additional volunteer sessions will offer training to crisis intervention specialists.

Make sure you support this important cause on April 29 by wearing a pair of jeans in solidarity with men and women across the world.

Visit for more information on how you can get involved.

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