On April 23, 2014, Chief Charlie Beck joined Mayor Eric Garcetti, co-founder of Guess? Inc. Paul Marciano, Congresswoman Lucille Roybal-Allard, and Peace Over Violence Executive Director Patti Giggans at the downtown LA headquarters of GUESS? Inc. for the official Denim Day rally. Denim Day is the annual sexual violence prevention and education campaign encouraging people to wear jeans to raise awareness and change harmful attitudes surrounding sexual violence issues and support survivors of sexual assault.
Now in its 15th year, Denim Day is held each April during Sexual Assault Awareness Month. Organized annually by the LA based nonprofit organization Peace Over Violence, Denim Day recalls an Italian court case that sparked international outrage when judges did not convict a rapist because the victim wore jeans. The judges ruled because the victim was wearing tight jeans, she must have helped her attacker remove them, thus implying consent.
GUESS, the official fashion sponsor, and The GUESS Foundation made a $100,000 donation to further the efforts of Peace Over Violence. Last month GUESS launched an online philanthropic marketing campaign to promote Denim Day.