In honor of Denim Day 2017, GUESS and Peace Over Violence will host a live concert at the Third Street Promenade in Santa Monica, California, on April 26 at 6 p.m. The event will feature performances by Official Denim Day spokes-couple, Aloe Blacc and Maya Jupiter. The performances will be open to the public. Also, the first 100 people to stop by the Denim Day pop-up shop in front of the GUESS store in Santa Monica after 4 p.m., will receive VIP wristbands for a chance to meet Aloe Blacc and Maya Jupiter.

Now in its forth year, The GUESS Foundation and Peace Over Violence continues its joint mission to build healthy relationships, families, and communities, free from sexual, domestic and interpersonal violence. The partnership provides victims with 24 hour hotline crisis intervention, therapy sessions with licensed counselors, and sexual abuse response teams to accompany rape survivors at hospitals and police stations. Services also include violence prevention education in high schools and on college campuses throughout the Los Angeles community. Further involvement includes community education training, events, and presentations offered by violence prevention specialists. Legal advocacy services are also provided for survivors.

Peace Over Violence has chosen to host the Denim Day campaign on a Wednesday in April for almost 20 years. The month of April is dedicated to sexual assault awareness. The campaign was originally triggered by a ruling by the Italian Supreme Court where a rape conviction was overturned because the justices felt that since the victim was wearing tight jeans she must have helped her rapist remove her jeans, thereby implying consent. The following day, the women in the Italian Parliament came to work wearing jeans in solidarity with the victim.

Since then, Denim Day has evolved into a global movement, and wearing jeans on Denim Day has become a symbol of protest against erroneous and destructive attitudes about sexual assault. Both men and women everywhere are encouraged to wear jeans on April 26th, and take a stand against sexual violence.