Friday, 11 March 2011

Get your kit off!

River Island Kicks Off First Ever Jeans Swap

Liverpool locals change into brand new jeans in the street - and give their old pair to charity

Tuesday 8th March 2011 River Island has encouraged the people of Liverpool to drop their trousers in the street, and take part in the first ever Jeans Swap campaign.

Over 150 locals were willing to drop their old jeans or trousers in the street and walked away wearing a fantastic, brand new pair of River Island jeans. This cheeky experiment run by the high-street fashion brand was to celebrate River Island’s Denim Week which launches 11th March.

Fans of the fashion brand on Facebook and Twitter were encouraged to come to the city centre store in Liverpool on Friday 4th March. Brand new pairs of jeans were offered free of charge to those willing to drop their old jeans in the street.

Those who took part in the swap were encouraged to donate their old jeans to Fashion Targets Breast Cancer, and over 112 items were collected for the charity on the day.

Check out the video here:

“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!” Says Emma Bridgeman, River Island. “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!”


“This is a genius idea...Well done River Island! It's just what the city needs”

To find out more about Fashion targets breast cancer click here.

Matt x