It was 30 years ago that Jeans for Genes was born thanks to some ingenious minds who connected denim to genetics in a clever play on words – and since then fantastic companies like Brandbank have been keen to support our research through their fashion retailers.

Since 2021, Brandbank has partnered with Children’s Medical Research Institute to support the Jeans for Genes campaign. Each year, their Seed Heritage, French Connection and Commonry brands have run a campaign in support of Jeans for Genes, online and in store.

This year, $20 from the sale of full-priced denim at Seed Heritage and Commonry over one week will be donated to Jeans for Genes, with each purchase making a difference in the lives of kids who need it most.

Children’s Medical Research Institute Relationship Fundraising Manager Penny Horsfield said it was incredible to have such significant national retailers getting behind the cause.

“To walk around suburban shopping centres or massive airport terminals on Jeans for Genes Day and see these promotions at Seed and Commonry has been really heartening,’’ Ms Horsfield said.

“Our scientists often tell us how incredible it is to work at an Institute that holds such a special place in the heart of Australians and how grateful they are for the support of such major Australian businesses. It really motivates them knowing that they have so many people behind the scenes doing everything they can to support their work for future generations.’’