Last friday, Liverpool shoppers got more than they bargained for when the Church Street River Island store hosted a Jeans-Swap event to raise awareness for the charity Fashion Targets Breast Cancer. Shoppers were offered the lucky chance to walk away with a fab new pair of River Island jeans for free- the deal: strip off outside and pick a brand new pair to keep!
Those who took part changed into their new jeans outside the store and were encouraged to donate their old pairs to Fashion Targets Breast Cancer. A generous 112 items were collected over the course of the day showing that there are many fun ways to support a good cause.
Fashion Targets Breast Cancer was set up in 1994 by Ralph Lauren and well over £10.5million has since been raised in the UK alone. Through the charity, funds have been raised for Break Through Breast Cancer by many fashion brands including River Island as well as the sale of FTBC’s well-known Target t-shirts.
Emma Bridgeman from River Island said, “Denim is both fashionable and on-trend this spring – as well as being a little bit renegade – and we wanted an event that would echo that.
“We wanted to tap into the swishing trend over recent years where you donate your old clothes and get new ones in return. Everyone who walked away in their new jeans looked fabulous – it really shows just how versatile denim can be!”
The event coincided with River Island’s Denim Week which runs until 20th March where you can get 25% off a selection of denim jeans online and in stores.
The day’s events can be viewed here http://www.youtube.com/watch?v=wl0nHyloDUw&feature=channel_video_title
