Denim Day 2025 is April 3oth
Millions of people across the world will wear jeans with a purpose this year on Denim Day, Wednesday, April 30 — and PAIGE invites customers to make an even greater impact by shopping for a cause. On this day, PAIGE will donate 20% of all retail* sales to The Rape Treatment Center at UCLA, where Founder Paige Adams-Geller proudly serves as Chairwoman of the Board (*including all US, outlet, and UK stores).
Since 1999, Peace Over Violence has led this powerful campaign, encouraging communities to stand in solidarity with survivors of sexual violence and to challenge harmful myths and attitudes that perpetuate abuse. Denim Day takes place on a Wednesday in April in recognition of Sexual Assault Awareness Month, inspired by a landmark case in Italy. After the Italian Supreme Court overturned a rape conviction — citing that the victim’s tight jeans implied consent — women in the Italian Parliament wore jeans to work in protest and solidarity.
In response, Peace Over Violence launched Denim Day to raise awareness of victim blaming and destructive stereotypes surrounding sexual violence. What began as a local movement has since grown into a global campaign, recognized as the longest-running sexual violence prevention and education initiative in history.
On Denim Day, businesses, elected officials, students, and community members are encouraged to wear jeans as a visible statement of protest — and as a powerful show of support for survivors everywhere.
