Tuesday, 15 March 2011

The River Island Jean Swap

Last week River Island hit the streets of Liverpool for their charity Jean Swap, challenging the people of Liverpool to swap their old jeans for a brand new pair from the new spring collection. The only catch? They had to strip down to their underwear in front of the camera crew, and all the other shoppers on Church Street! 

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, with the stunt organised to celebrate River Island’s Denim Week which launches 11th March. 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.

Hopefully River Island might fancy visiting a city down south like Southampton!

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