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The biggest problem with rugged items is that sometimes, they outlast your desire to wear them. That’s why you have more old jeans in your closet than old undershirts and why they’re so hard to part with—after all, they still have some good wear left in them.

Luckily, the grunge-inflected denim-lovers at Volcom have an idea. In the spirit of denim-based charity, they’re teaming with the National Coalition for the Homeless to collect as many wearable pairs of jeans as possible and direct them to less sartorially demanding hips. Drop off a pair at a local retailer and you’ll be entered to win a year’s supply of Volcom stock.

It’s called Give Jeans a Chance and it’s a marketing gig, make no mistake—looking up local retailers yet?—but as long as it’s helping out the less fortunate, we can’t say we mind. We’re even willing to indulge in the animated psychedelic promo video…provided it’s for a good cause.

—R.B.

CONTRIBUTORS

  • Russell Brandom