Aéropostale wants to make sure everyone has a pair of jeans, even if it's not the brand's own.
The New York-based retailer, which operates 813 stores in the U.S. and Canada, is launching its Teens for Jeans campaign to benefit the teen nonprofit organization Do Something. The goal of the campaign is to raise awareness on the growing number of homeless teens in the U.S. and Canada.
"The teen homelessness statistics are real and they are staggering," said Scott Birnbaum, senior vice president of marketing at Aéropostale Inc. "As a teenage brand, we are committed to causes that are relevant to our customers. With our resources and Do Something's power of engaging today's youth, Teens for Jeans is going to impact a lot of lives."
Beginning on Tuesday and through Feb. 10, shoppers are encouraged to donate any brand of their gently worn jeans at an Aéropostale location. Aéropostale and Do Something will make sure the jeans are sent to a local teen shelter or charity. Through the partnership with Do Something, the retailer has secured some 500 local beneficiary organizations to receive the jeans. As a thanks to those who donate, Aéropostale will take an additional 20 percent off a new pair of jeans sold.
"Our shoppers are really into giving back and they want to help," Birnbaum said. "They are into the whole green initiative, poverty and homelessness. They want to get involved, but through our own research, we've learned that they don't know how to get involved. So with over 800 stores, we think that we can be that connecting point which will help them to get involved."
As part of the initiative, Aéropostale will donate 10,000 new jeans. By the close of the promotion, Birnbaum said the goal is to donate 100,000 pairs of jeans.
Actors Rachel Bilson and Hayden Christensen will be featured in a public service announcement for the campaign. Directed by Doug Liman, the PSA will air on CBS, ESPN, Bravo and on CH1, a network used in public schools, and on teen social networking Internet sites such as Facebook and MySpace.
“Azzedine has been one of the biggest influences in my life. He has always been such a strong, loving, fatherly figure to me. I call him Papa. His designs are indescribably unique, they are pieces of art. He knew how to make the female form look its loveliest. I have so many memories of him; my favorite might be during my first show with him in Paris. He liked me and he wanted to help me get more work. He called all his friends at Kenzo and Comme des Garcons, and asked them to book me. They said, ‘But she can’t walk!’ And he said, ‘but she has such a great ass!' His friendship and support has been the great privilege of my career. I can't imagine life without him. Repose en paix mon Papa.” - @stephanieseymour tells @wwd. #wwdfashion (📷: @steveeichner) #alaia #azzedinealaia
Azzedine Alaïa, flanked by two of his closest friends, models Stephanie Seymour and Naomi Campbell.
He designed Seymour’s dress for her 1995 wedding to Peter Brant, and treated Campbell (who famously called him Papa), like a daughter. For more on the legendary designer, tap the link in bio. #wwdfashion #alaia #azzedinealaia
Azzedine Alaïa's “I-did-it-my-way” ethos stood out starkly at a time when brands are experimenting with consumer-facing fashion shows, coed formats and trans-seasonal collections – anything to perk up lackluster sales of ready-to-wear in an age of Insta-everything. “It’s not creation anymore. This becomes a purely industrial approach,” the late designer told WWD in an interview last year. “But anyway, the rhythm of collections is so stupid. It’s unsustainable. There are too many collections.” Read more about the iconic designer’s life and work on wwd.com, link in bio. #wwdfashion #azzedinealaia (📷: @WWD Archive, 1986) #alaia
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Azzedine Alaïa, one of the most iconic couturiers of the modern era whose body-con designs defined Eighties fashion, has died in Paris. The diminutive Tunisian-born designer, known for his structured knitted dresses with fitted waists and impeccably cut, figure-hugging second skin silhouettes was deeply admired by his peers, and counted supermodel Naomi Campbell - his adoptive daughter - among his inner circle, one of a gang of glamazons including Farida Khelfa, Carla Bruni and Stephanie Seymour who became ambassadors of his style. (📷: Alexandre Guirkinger) #wwdblast