Guess kicks off Denim Day awareness at MOCA

By

Cassidy Mantor

Published
Mar 23, 2016

Guess held an event at LA’s Museum of Contemporary Art to draw awareness to Denim Day, the global movement that protests violence and raises awareness of misconceptions that surround sexual assault.

Denim Day began in response to an Italian court declaring a rape victim’s own guilt because she was wearing jeans that were too tight, essentially inviting the rape upon herself.

For Denim Day, the Guess Foundation works with Peace Over Violence, an LA-based nonprofit organization established in 1971, that is “dedicated to building healthy relationships, families and communities free from sexual, domestic and interpersonal violence.”

Being at the forefront of the denim industry, Guess has rallied behind Denim Day previously. This will be Guess’ third year supporting it.

Speaking to the crowd at MOCA’s event, Guess’ Paul Marciano explained why Guess feels so strongly about supporting Denim Day, particularly with the outrage of the Italian court’s decision.

Marciano said, “This is not OK. Remember that day that the Supreme Court of Italy embarrassed the world to say…wear jeans so you can be raped.’ That’s insane.”

This year, as the official fashion sponsor of Denim Day, Guess is pledging to donate 10 percent of all sales of its denim and some accessories from April 25 through April 30 to Peace Over Violence. The actual Denim Day is April 27, 2016.