The British denim brand Voi Jeans has named Help for Heroes, an organization which supports wounded, injured and sick war-servicemen and women, veterans and their families in the UK, as their charity of the year for 2014. Throughout 2014, the brand is going to implement fundraising activities with all contribution being taken online via the Voi Jeans/Help for Heroes web page – setting a target of £5000 for their first event alone.

Help for Heroes supports individuals who have served in the Army, Navy or RAF. According to Voi, many soldiers are "fitting the same demographic" as the Voi core customer so that "they can relate to British servicemen and women who have fought for this country." All money, raised by Help for Heroes will be filtered into the organization's four recovery centers across Britain.

Help for Heroes will be Voi’s main charity for 2014. Other charities that they support are: Barnardos, Cancer Research UK, NSPCC, Oxfam, PLAN, RSPCA, Save the Children, Unicef and Wateraid.

Voi Jeans was founded as a family business in Preston (UK), in 1988, aiming to provide consumers with high quality denim with different washes and an affordable price range. The brand is currently stocked in 20 different countries, including Holland, Belgium, Germany, Spain, Denmark, Sweden, Italy, Finland, France, Canada, Australia, South Africa, Russia, Czech Republic, Dubai, Nigeria, Turkey China and India - as well as the UK.