SOURCE: Peace Over Violence

Peace Over Violence

Peace Over Violence

March 17, 2014 09:00 ET

Peace Over Violence Announces GUESS Foundation Partnership for the 15th Annual Denim Day in LA & USA on April 23, 2014

Millions Will Wear Jeans to Promote Sexual Violence Prevention, Education and Support Survivors; GUESS Foundation Signs On as Official Fashion Sponsor of Denim Day 2014

LOS ANGELES, CA--(Marketwired - Mar 17, 2014) - Denim Day in L.A. and USA marks its 15th year on April 23, 2014, when people will wear jeans to raise awareness and change harmful attitudes surrounding sexual violence issues and support survivors of sexual assault. Denim Day events will take place on college campuses, military bases, government offices, businesses, and middle- and high-schools, reminding us there is "No Excuse and Never an Invitation to Rape."

Organized by the Los Angeles based nonprofit Peace Over Violence, Denim Day is observed every April during Sexual Assault Awareness Month. The campaign was inspired by an Italian Supreme Court case that sparked international outrage when judges did not convict a rapist because the victim wore tight-fitting jeans. The judges ruled that because the victim was wearing tight jeans, she must have helped her attacker remove them, thus implying consent.

GUESS, the global lifestyle brand famous for its iconic ad campaigns and trend setting denim, and the GUESS Foundation will promote Denim Day through the company's first chain-wide in-store, digital and online philanthropic marketing campaign that will span across its GUESS, G by GUESS and GUESS Factory brands. More than 400 stores under the GUESS?, Inc. umbrella across North America will participate in Denim Day with messaging in storefront windows, in-store signage, email marketing, mobile marketing, social media posts and in-store pledge books that invite shoppers to join the movement by signing their name to commit to wearing jeans on Denim Day to raise awareness around violence issues and to show support for survivors. Marketing begins in stores today and runs through April 23. The GUESS Foundation has also committed to making a $100,000 donation to further the efforts of Peace Over Violence and has signed on to host the official Denim Day press conference at the company's downtown Los Angeles headquarters with Mayor Eric Garcetti and other prominent city officials.

"For years the GUESS Foundation has been focusing its efforts on supporting foundations that are devoted to promoting peace, tolerance, acceptance and equality," said Paul Marciano, CEO and Creative Director of GUESS. "For the past 15 years, Peace Over Violence has made remarkable progress to end sexual, domestic and interpersonal violence and we are honored to be a part of their extraordinary movement and to leverage our broad reach to help get this important message out across North America."

"What started as a demonstration by women legislators has grown to a national movement -- expanding to malls and main streets everywhere," said Patti Giggans, executive director of Peace Over Violence, and founder of Denim Day in LA & USA. "The GUESS Foundation sponsorship will help spread the Denim Day message across the United States, and for the first time into Canada, encouraging participants to 'make a social statement with their denim fashion statement,'" Giggans added.

Denim Day 2014 events will include rallies on college campuses and military bases. In Los Angeles, students in public middle schools and high schools will take part in Denim Day assemblies and events, thanks to district-wide recognition of the campaign. A PSA featuring national Denim Day celebrity spokespeople and recording artists Maya Jupiter and Aloe Blacc is available here (

Jupiter and Blacc will also host an all-star comedy show at the Hollywood Improv to benefit Peace Over Violence. Tickets here! (

To register for Denim Day, please visit Already, more than 1 million supporters have signed up to wear jeans on April 23, 2014.

About Peace Over Violence
Founded in 1971, Peace Over Violence ( is a Los Angeles based sexual and domestic violence prevention center building healthy relationships, families and communities free from sexual, domestic and interpersonal violence.

About GUESS?, Inc.
Established in 1981, GUESS began as a jeans company and has since successfully grown into a global lifestyle brand. Today GUESS designs, markets and distributes full collections of women's, men's and children's apparel as well as accessories. Throughout the years, the GUESS image has been portrayed in unforgettable, innovative campaigns that have made the brand a household name. GUESS is distributed throughout the United States and Canada in fine department and specialty stores, its retail and factory stores, and on its online store GUESS has licensees and distributors in South America, Europe, Asia, Africa, Australia and the Middle East. In addition to shopping online, you can find more information about GUESS at

About the GUESS Foundation
Founded in 1994, the GUESS Foundation supports a wide range of causes whose messages promote peace, tolerance, acceptance and equality. Leveraging our brand image of a strong, confident, empowered individual in a global landscape, we believe that every person deserves an equal chance to live the life he or she desires.

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