Guess Foundation Europe will host the first European Denim Day on Friday (29 May) in Italy, to later reach other countries in Europe during 2016. The news were announced in Milan on the evening of May 21st, when over 400 guests participated in an exclusive party during which a silent auction was held in favor of the women's anti-violence association Di.Re (Donne in Rete contro la violenza).

During the evening, a series of guests explained why they supported this project, whose first edition was held in 1988 in Los Angeles, after an idea by activist Patti Giggans, who was also attending the Milan event.

Paul Marciano, CEO and founder of the Guess brand and of the Guess Foundation, for years on the side of Peace over Violence in the U.S. and today a supporter of Di.Re in Italy, talked passionately about the foundation's aims when introducing Patti Giggans.

Fund raising activities in favor of Di.Re were organized on the evening - through the silent auction starring the iconic Guess denim jackets that have been reinterpreted by appreciated contemporary US artists - and some of Guess’ most iconic historic ad campaigns. Moreover, a fund raising campaign has been organized from May 16th until May 29th - on the day the Italian Denim Day will be held. The initiative started in over 90 Italian Guess stores through the sale of selected products, a key-ring and a denim bag. The funds raised will be entirely donated to Di.Re, along with 10% of the proceeds from the sale of each pair of jeans for men and women.

Paul Marciano, who was happy about the success of the evening and the enthusiasm with which Italy is welcoming the initiative, stated: "We brought Denim Day to Italy 16 years after the overturning of the rape conviction by the Italian Supreme Court. This is just the beginning. We must commit to raise awareness of this social problem, to protect and to empower the victims of sexual abuse and any type of violence. The Guess Foundation supports many causes aimed at promoting peace, acceptance and equality. Our first event in Europe aims to launch the Denim Day in Italy. We want to scream out loud and clarify that there is no excuse for violence and abuse. The statistics on sexual abuse are alarming; we must shed light on this topic and we must help the victims to come forward and to speak about it. We must break the silence.”
Guess' US-version of the Denim Day initiative took place on April 29 this year.