May 30, 2019 | By Louise Squire
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Jun 07, 2018
In a crowded marketplace, consumers are developing new ways to choose between the sea of fashion brands clamouring for their attention.
While cost and quality are obvious ways of distinguishing between competing companies, it seems that social values are rising in importance on the list of qualities that consumers consider. From feminism, to body image and sustainability, these causes are gaining momentum with the consumer, and expect the brands they invest in to authentically support them, too.
One cause that has become the core focus for Kyla O’Donnell, founder of Kevin Denim, is Cancer Research. O’Donnell’s story comes after a personal experience with the disease, which saw her father, Kevin, pass away from a brain tumour aged 36, when Kyla was 13. In 2015, Kyla then had her own cancer scare, after finding a lump in one of her breasts. Given the family history, she went to see a specialist, but thankfully was lucky and the results were clear.
The experience inspired Kyla to create Kevin Denim as a tribute to her father who loved fashion and, in particular, jeans, which he would wear every day. “I remember him buying my first pair when I was ten years old. It meant a lot”.
30 years on from Kevin’s passing, there’s still no cure for cancer. “This is my way of helping to do something about that,” says Kyla. “If my father had survived, he would have gone on to raise money for Cancer Research, and because he never got the chance to do that I am doing this on his behalf and dedicating it to his memory”.
To kick off the cause, Kyla has launched with one fit for women and one for men, both of which are a classic skinny fit, sculpted from Isko’s famous stretch denim and produced in the UK. Priced at £98, these jeans do more than make you look great, with 50 per cent of the profits helping fund cancer research organisations and doctors – Worldwide Cancer Research.
With more investment in research, Kyla hopes to see big improvements over the next 20 years in diagnosing the disease earlier and improving and developing treatments. As she mentions on her webpage, “unfortunately, any one of us could be affected by cancer and we are committed to helping the fight for a brighter future when all cancers can be cured”.
Check out Kevin Denim’s website here where you can read more about the brand story and shop their jeans.
In related news, read more on cause marketing in our latest Big Ideas report on the WGSN denim page.
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