Wednesday, 23 March 2011

River Island Jean Swap!

On Tuesday the 8th of March River Island encourage the people of Liverpool to drop their trousers in the street and take part in the first ever Jean Swap!

Over 150 locals were willing to drop their old jeans or trousers in the street and walked away wearing 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!

Those who took part were encouraged to donate their old jeans to Fashion Targets Breast Cancer. Over 112 units were collected for charity on the day!

Such a brilliant idea for such an amazing charity. You can watch the craziness happening on the streets of Liverpool on the video below.




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