Mimco and not-for-profit organisation, Our Watch, have named professional surfer Laura Enever as their new ambassador in the bid to prevent domestic violence against women and children.

The three-year commitment between Mimco and Our Watch will see Mimco release seasonal capsule collections with 100 per cent of all profits going towards education programs and training to help end violence against women and children.

The program is now in its second year.

Enever said she is honoured to be using her position to promote the importance of gender equality through her role as Mimco ambassador for the Our Watch campaign.

“I have been fortunate enough to enjoy great success in what has traditionally been a male dominated sport,” Enever said.

“On a societal level, sport provides role models to promote the importance of equality across all aspects of life and I hope my journey encourages more young girls out there to get involved and be a part of the change.”

The two-part seasonal collection had its designs crafted by the brand’s Melbourne-based design team and will be available in Mimco boutiques, David Jones and Myer stores nationwide and online.

Sarah Rovis, Mimco’s managing director, said she is humbled by the support the campaigned has received to date.

“Since launching the campaign in March 2016, we have raised over $400,000 to invest in and develop early childhood programs to help the next generation of Australian’s foster equality, value individuality and develop respectful relationships,” Rovis said.

“We are so grateful to the Mimco community for their unwavering support on this difficult issue that affects so many Australians. Our customers, stakeholders and staff have all got behind the campaign and together we can all be part of the change.”

According to Mary Barry, Our Watch CEO, the Mimco and Our Watch partnership will allow Our Watch to invest in programs that help parents and children build the skills they need to have healthy, respectful and equal relationships.

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