Jeans With A Purpose đź‘– #DENIMDAY

What does your denim say about you? To us, wearing denim is much more than a fashion statement, but a way to create social change. For our fourth year in a row, the GUESS Foundation is partnering with Peace Over Violence for Denim Day to raise awareness and to stand up against sexual assault.

Keep scrolling to learn more about #DenimDay, and how you can participate!



For the past 18 years, Peace Over Violence has run its Denim Day campaign in honor of April’s Sexual Violence Awareness Month. The campaign was originally triggered by a ruling by the Italian Supreme Court where a rape conviction was overturned because the justices felt that since the victim was wearing tight jeans 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.


Since then, wearing jeans on #DenimDay has became a symbol of protest against erroneous and destructive attitudes about sexual assault. As our co-founder and chief creative officer, Paul Marciano said, “The GUESS woman is sexy and confident but sexy is NEVER an invitation to rape, and we are here to spread that message.”


Wear your denim on 4/26 to protest violence. Pledge to support survivors and educate yourself & others about sexual assault. Spread awareness by using our Snapchat Filter at over 2,000 college campuses and at GUESS, GUESS Factory and G by GUESS retail locations nationwide.

Learn more at | Gear up with a pair of GUESS Jeans

Follow @GUESS and @PeaceOvrViolnce for more.



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