Apparel chain, Jeanswest, has continued its long term partnership as official denim partner for Jeans for Genes Day, looking to raise funds for research into childhood diseases.

The denim retailer has launched a variety of campaigns including an Instagram competition, blog posts, eDMs, in-store activations and jean giveaways in conjunction with selling a range of Jeans for Genes Day merchandise across its Australian network of over 180 stores.

All proceeds go directly to the Children’s Medical Research Institute to support their work discovering treatments and cures for a host of diseases.

Belinda Waller, GM marketing at Jeanswest said it was important for major retailers to engage in such initiatives.

“We have the capacity to give back and support the amazing work of a not for profit such as the Australian Children’s Medical Research Institute, so including corporate social responsibility in our business strategy is important to us,” Waller told Inside Retail.

“There are ways retailers can use their resources to support community initiatives without diverting focus from the core business.”

Waller said the campaign has strengthened the brand’s loyalty ties with customers.

“While there’s an obvious brand alignment between Jeanswest and Jeans for Genes Day, our partnership is not just about the denim,” she said. “On the mission to beat childhood disease, the Jeans for Genes campaign is about improving the lives of children, families, and communities; these are a reflection of our customers’ own values, and each July and August we are reminded of their passion as they offer their support and generosity to the Children’s Medical Research Institute.”

Access exclusive analysis, locked news and reports with Inside Retail Weekly. Subscribe today and get our premium print publication delivered to your door every week.