Hoping to better the lives of children with diabetes, DKNY Jeans sponsored Rock The Cure, a benefit concert for the Juvenile Diabetes Research Foundation. At the close of the event on Sept. 25 at Manhattan’s Supper Club, attendees worked to raise about $180,000 to support the cause.

Hosted by actors Sean William Scott and Jamie Kennedy, attendees were entertained by singer Michelle Branch, who sang some of her hit songs. The event was organized by high school senior Jennifer Ross, who was diagnosed with the disease at the age of six. After attending several fund-raisers with her family, Ross decided to create a teen- and child-friendly event for youngsters suffering from the disease.

Seeking a singer who would appeal to a young and hip audience, Ross approached Branch’s management and secured her as the main event.

“I wanted to put together an event that would raise money toward finding a cure for diabetes and also be one in which families could come to together to have a good time for a great cause,” Ross said.

“DKNY Jeans as a brand is all about letting one’s individuality, creativity and determination shine through,” said Susan Davidson, president of DKNY Jeans. “Jen Ross’ drive and motivation are exactly the kind of characteristics we want to support and celebrate in hopes that other teens will be inspired by her ingenuity and generosity of spirit.”

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