ROYAL BLUE: Genetic Denim has partnered with Princess Madeleine of Sweden to raise funds for the World Childhood Foundation with two styles of jeans, dubbed The Maria’s, that will be in stores in January. “I think it’s an opportunity for us to reach out to a younger generation and have them start thinking about how you can give back,” said Princess Madeleine at a reception to launch the project at the Michelle Rosenfeld Gallery in New York on Wednesday. “By buying a pair of these jeans it will help the foundation’s work.” The organization was founded by Princess Madeleine’s mother, Queen Silvia of Sweden, and aids mostly girls and young mothers living in poverty and victims of sexual abuse. For every pair of the specially designed jeans sold — two washes in a slim, bell-bottom fit personally chosen by the princess — Genetic Denim will donate $50 to the foundation, said Ali Fatourechi, founder and creative director of the Los Angeles-based brand.
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