Five of the UK’s biggest jeans brands are to sponsor a fundraising day led by the Great Ormond Street Hospital in which volunteers wear jeans instead of their usual skirts and trousers in exchange for donations.
Levi-Strauss, Wrangler, Pepé, Lee and Falmer will sponsor the third national Jeans for Genes Appeal, which raises funds for children with genetic disorders. They will also offer the services of their advertising agencies as part of the sponsorship package.
Organised by the Great Ormond Street Hospital Children’s Charity and three other specialist charities, the Jeans for Genes Day aims to raise 2m for research and to support families of the thousands of children affected by the disorders.
People in different walks of life will be encouraged to replace suits, skirts and school uniforms with jeans on October 9 and pay 1 to charity. A GOS spokeswoman refuses to reveal exactly how much the jeans companies will contribute but says it will be a “substantial amount”.
She adds: “The jeans companies are committed in terms of financial and branding support.”
The official sponsors will fund information packs sent to schools, companies and organisations to tell them how to organise the Jeans for Genes appeal individually.
Jeans for Genes campaigns have raised over 2.3m. Any funds raised are split equally between four related charities – GOS, The Primary Immunodeficiency Association, The Society for Mucopolysaccharide Diseases and The Chronic Granulomatous Disorder Research Trust.