'Desperate' Men Ask Fans for $10 Million

'Desperate' Men Ask Fans for $10 Million

James Denton and Ricardo Antonio Chavira Team Up to Raise Awareness of Breast Cancer and Commemorate the 10-Year Anniversary of Lee National Denim Day(R)

MERRIAM, Kan., Aug. 17 /PRNewswire/ -- Two of Hollywood's hottest hunks are showing their softer sides by focusing their attention on raising money for breast cancer initiatives. James Denton and Ricardo Antonio Chavira, stars of the hit television show "Desperate Housewives," have joined forces to help commemorate the 10-year anniversary of Lee National Denim Day, a program that has raised $52 million for the Susan G. Komen Breast Cancer Foundation.

Denton and Chavira are calling on people nationwide to join them Oct. 7 in wearing denim and donating to the cause. Through individual $5 donations, Lee Jeans, Denton and Chavira hope to raise $10 million for breast cancer research, education, screening and treatment programs. One hundred percent of every dollar raised through Lee National Denim Day goes directly to the Komen Foundation for initiatives that might otherwise go unfunded.

"For 10 years, this program has transformed the workplace by bringing deep meaning to casual Fridays and unifying millions of people through two simple acts: wearing denim and making a donation," said Kathy Collins, vice president of marketing for Lee Jeans. "Lee National Denim Day is about finding a cure for breast cancer -- it's about education and hope and the power of a pair of jeans. We're thrilled to have two spokesmen leading the charge with passion."

Denton and Chavira share a connection to the cause: each lost his mother to breast cancer. Chavira's mother died when he was a teenager while Denton's mother died just two years ago. Their experiences with the disease are different, but the pain breast cancer inflicted on their families is the same.

"When you talk about breast cancer, you realize everyone seems to have some connection to the disease," Denton said. "I think Lee National Denim Day makes so much sense because it unites people who have been touched by the disease, and that helps us deal with it a little better."

By partnering with Lee Jeans and the Komen Foundation, Denton and Chavira hope to spread the important messages of education and early detection so their losses might be prevented for future sons and daughters. Additionally, as male spokespeople, Denton and Chavira hope to increase recognition of the important role men play as co-survivors -- encouraging breast health in a spouse, partner, mother, sister or friend and assisting them in fighting the disease.

"Breast cancer strikes a cultural bone with me. Many in the Latino community avoid discussing this topic," Chavira said. "I hope that hearing from me, a Latino man who lost his mother to breast cancer, will encourage others to take care of the women in their lives."

Lee National Denim Day helps raise public consciousness about breast cancer. Companies, schools or organizations that register by visiting http://www.denimday.com/ or calling 1.800.521.5533 will receive a comprehensive participation kit, which includes educational materials about breast cancer in addition to supplies for easy coordination.

Last year, 27,500 companies helped raise more than $8.5 million on a single day. Denton and Chavira will make media appearances on behalf of Lee National Denim Day and appear in a national print ad campaign with the hope of recruiting millions of people to join the fight against breast cancer and reach the $10 million goal this year.

The Susan G. Komen Breast Cancer Foundation was established in 1982 by Nancy Brinker to honor the memory of her sister, Susan G. Komen, who died from breast cancer at the age of 36. Today, the Foundation is an international organization with a network of more than 75,000 active volunteers working through local Affiliates and events like the Komen Race for the Cure(R) to eradicate breast cancer as a life-threatening disease. A global leader in the fight against breast cancer, the Foundation fulfills its mission through support of innovative breast cancer research grants, meritorious awards, educational and scientific conferences, and community-based outreach programs around the world. For more information about breast health or breast cancer, visit the Foundation's Web site, http://www.komen.org/ , or call its National Toll-Free Breast Care Helpline, 1.800 I'M AWARE(R).

Lee Jeans is a division of VF Corp. (NYSE:VFC). Headquartered in Merriam, Kan., Lee manufactures and markets brand denim, casual pants, shirts, fleece and knit apparel. A brand committed to the community, Lee Jeans founded and annually underwrites Lee National Denim Day, the largest single- day fundraiser for breast cancer. VF Corp. is the world's largest apparel company and a leader in jeanswear, intimate apparel, knitwear, workwear, playwear, and daypacks. Its principal brands include Lee, Wrangler, Riders, Rustler, Vanity Fair, Vassarette, Bestform, Lily of France, JanSport, Eastpak, Vans, Earl Jean, Nautica, The North Face and Napapijri.

Media Contact:
Rachel Bullock, (816) 512-9482, rbullock@beap.com
Angela Accurso, (816) 512-9160, aaccurso@beap.com
Barkley Evergreen & Partners Public Relations

Source: Lee Jeans

CONTACT: Rachel Bullock, +1-816-512-9482, rbullock@beap.com , or Angela
Accurso, +1-816-512-9160, aaccurso@beap.com , both of Barkley Evergreen &
Partners Public Relations

Web site: http://www.denimday.com/
http://www.komen.org/

NOTE TO EDITORS: To inquire about interview opportunities, local participants, photos or more information about breast health, please contact Rachel Bullock at rbullock@beap.com or 816-512-9482

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