Clothing brand GUESS puts its support behind nonprofit organization, Peace Over Violence, which aims to end sexual, domestic and interpersonal violence. In honor of Denim Day 2015, GUESS will donate $2 for every pair of jeans and select accessories to Peace Over Violence from now until April 29.
Starting with Italy, the Guess Foundation arrives in Europe this year, launching a Denim Day in summer 2015.
The Denim Day movement was born in 1998 in the US in response to a shocking judgment by the Italian Court, which overturned a rape case against a forty-five year old man because the eighteen year old female victim was wearing tight jeans which, according to the Court, could not have been taken off without her consent. Wearing tight blue jeans was the way American women protested against the verdict and since then Denim Day has become a national campaign in the US to promote the prevention of rape and sexual violence crimes. via