Polo Jeans is hitting seven college campuses with its National Denim Drive to boost support of its G.I.V.E. (Get Involved. Volunteer. Exceed.) campaign and Habitat for Humanity.
From Sept. 29 through Oct. 25, two Polo Jeans Ralph Lauren custom-designed Airstream trailers will travel to campuses in four cities—Boston, Philadelphia, Rutgers, NJ, and Washington, DC—inspiring students to donate old jeans to be recycled into insulation for homes built by non-profit Habitat for Humanity.
Trailers host two days of music and entertainment at each stop. Stylists promote Polo Jeans Co.’s new perfect fitting premium jeans, available for purchase with proceeds benefiting G.I.V.E. Following the tour, one Airstream trailer will be auctioned off for charity.
For every pair of jeans donated during the drive, the G.I.V.E. fund will donate $10 to Points of Light Disaster Recovery Fund to support volunteer mobilization centers in Louisiana, Mississippi, Alabama and neighboring states.
Bonded Logic, a creator of natural fiber insulation products, will volunteer its services to recycle the donated denim, which will be transformed into UltraTouch Natural Cotton Fiber Insulation.
Alloy Media + Marketing, New York City, and its promotional arm, Boston-based AMP Agency, handle.
“Polo Jeans’ G.I.V.E campaign and its commitment to Habitat for Humanity has provided a terrific platform to educate young people on the benefits and rewards of volunteerism,” said Alloy Executive VP Gary Colen in a statement. “Bringing this program directly to students on campus with exciting activities will certainly promote awareness for these initiatives and most importantly, generate donations by getting students personally involved.”
Alloy will deploy Polo Jeans Buzz Squads in each market before the event distributing materials surrounding G.I.V.E. to drive excitement. Print ads also support.
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