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COVID-19: Jeans Brands Step Up to Fight Food Scarcity and PPE Shortages

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Guess, 7 For All Mankind and American Eagle are among the well-known brands offering financial support (and positivity) in the fight against the coronavirus pandemic.

7 For All Mankind parent company, Delta Galil Industries, is helping ensure that European governments and emergency service personnel have the protective face masks they need as they work to combat the spread of the coronavirus.

Delta European Brands subsidiary Schiesser will produce more than one million masks in total for the Czech and Slovakian governments and a German protective equipment company. The company’s Eminence subsidiary in France has begun providing face masks to local emergency services personnel and will be producing 400,000 masks per month to meet the needs of police and fire departments, the French military, and NGOs and social services organizations that help the most vulnerable in France.

Schiesser and Eminence recently retrofitted selected factories to produce reusable fabric face masks that are machine washable. The move was initially intended to help ensure the safety of employees who continue to work on-site, but the companies quickly expanded production capacity to provide masks to emergency service personnel.

“We couldn’t be more humbled to be able to quickly produce items to help protect those on the front lines of the fight against COVID-19 in cooperation with our suppliers and industry colleagues,” said Isaac Dabah, Delta Galil CEO.

Delta Galil will also be producing masks in its facilities in Thailand to meet the needs of local security and medical personnel in that country.

Workwear brand Dickies and parent company VF Corp. have pledged to create 3.4 million FDA-compliant isolation gowns for hospitals and healthcare workers. These high-demand personal protective equipment (PPE) garments will be distributed to communities throughout the U.S. in cooperation with federal and state government leaders.

With initial production beginning next week, Dickies expects to produce and deliver 50,000 gowns in May, and intends to create production capacity to make up to 675,000 gowns by June and up to 3.4 million by September.

“Dickies has stood alongside generations of workers and in light of these unprecedented times, we’re joining in the effort to help healthcare professionals on the frontlines,” said Denny Bruce, Dickies global brand president. “As a heritage brand that goes to work, especially when the work gets tough, we are committed to equipping these workers with the critical medical garments they need to protect themselves as they continue the fight against this pandemic.”

Guess, along with The Guess Foundation, rolled out this week a three-part plan to “give, protect and inspire,” including pledging more than $1.3 million toward the relief. The Los Angeles-based brand is teaming up with Good360 to donate and distribute 45,000 pieces of apparel, such as activewear, outerwear and knitwear, as well as blankets and coloring books to communities in need. Guess will also make a donation to the LA Regional Food Bank to provide meals for local families and children struggling with hunger.

The Guess Foundation, in partnership with Direct Relief, will donate funds toward personal protective equipment for relief workers in the U.S. Separately, The Guess Europe Foundation will directly source N95 masks to be distributed to hospitals in the Lombardi region of Italy, and Madrid region of Spain, two areas hit hard by the virus.

The brand is also taking this supportive message to social media by tapping into its network of brand ambassadors to drive awareness for causes like blood donation.

“At Guess, we want to inspire our communities to fight the COVID-19 crisis with strength, hope, and support of each other,” said Paul Marciano, Guess chief creative officer. “We must maintain this strength for our families, our community and our world, as together, we can overcome anything.”

The parent company of Tommy Hilfiger and Calvin Klein, PVH Corp., announced this week an additional $1 million toward COVID-19 relief efforts for a total commitment of more than $2 million. Funded the The PVH Foundation, the new donation will support frontline medical workers, fight against food insecurity, and provide supply chain and industry relief.

The foundation is working with PVH’s long-term partner Better Work, a collaboration between the International Labour Organization and International Finance Corporation, to distribute funds that will be used to support activities benefitting suppliers and workers through the crisis.

“PVH is built on its family-like culture, and the way we live our lives is the same way we conduct business: We try to do the right thing,” said Manny Chirico, PVH chairman and CEO. “It’s more important now than any time I can remember to support our people, communities and industry.”

American Eagle Outfitters is stepping up with one million donated face masks and $1 million to coronavirus relief. On Instagram, the company stated that it has aligned on supporting America’s Food Fund (AFF) and its beneficiaries to help ensure people have reliable access to food during the pandemic.

The teen-centric brand is also launching a live-streamed concert series, where viewers will have the opportunity to donate to AFF during the performances.

Mother Denim is keeping spirits high with the launch of Good Vibes, a microsite featuring uplifting news and activities and tutorials to do at home while practicing social distancing. So far the premium denim brand has partnered with artist group Adelphi to create one-of-a-kind coloring pages and a certified breathwork teacher to guide an online calming session.

And designer denim label L’Agence set out to reward the healthcare workers on the frontline by gifting over $500,000 of denim to qualifying professionals in the medical field. On Instagram, the brand asked doctors, nurses, hospital staff, EMTs and more to send in their name, job title and a photo of their professional credentials. In return, they’ll receive a pair of women’s jeans.

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