River Island Jeans Swap

Thursday, 24 March 2011

I've always been a fan of River Island as a shop, both for its fabulous clothes (and handbags - I have a slight addiction to RI handbags!) as well as its involvement in other campaigns as opposed to just selling beautiful clothes. River Island sponsored Graduate Fashion Week for six years in a row, and has supported Fashion Targets Breast Cancer for several years. 

A few weeks ago, on an average Friday in Liverpool city centre, River Island hosted an event outside their store in aid of Fashion Targets Breast Cancer. The people of Liverpool were invited to drop their old jeans or trousers and walk away with a brand spanking new pair of River Island jeans. They were encouraged to donate their old pairs to the fantastic charity, and in the end over 150 people took part, donating a brilliant 112 pairs of jeans or trousers to Fashion Targets Breast Cancer. Here's a short video to show you what went on! 

I think the event looks like it was a fantastic success and I admire River Island for thinking outside the box and creating a really fun way to help such a great charity out. Wish they held an event like this at my local River Island!