RUBY LONDON COLLABORATES WITH CHILDREN ON THE
EDGE TO RAISE FUNDS FOR THE CHILDREN OF BURMA

Directional denim brand, Ruby London, once again challenges preconceptions of the fashion industry and announces an ongoing partnership with the exceptional charity Children on the Edge. Ruby London has designed a limited edition pair of jeans, available instore and online from the beginning of May, with 10% going to Children on the Edge.

Kate Eccles is the designer behind Ruby London. Kate places a large focus on ethical fashion and promoting positive messages in the industry. A move from London to Chichester introduced Kate to Children on the Edge and through her links with the charity; Kate has worked with women and children in Burma to design a pair of limited edition jeans to raise funds for this worthy cause.

Children on the Edge exists to help the most marginalised and vulnerable children worldwide with particular focus on those without parental care. They strive to bring life, hope, colour and fun into children’s lives, empowering them and giving them a voice. They are committed to ensuring their fundamental needs are met and rights protected.

Since 1962 the military regime of Burma has waged a violent and inhumane war on over 100 ethnic groups within Burma. The regime has destroyed twice as many villages as in Dafur, Sudan forcing millions of innocent villagers to flee to neighbouring countries as refugees and migrants or into hiding within Burma as internally displaced people.

Men, women and children are used as forced labour; if they refuse they can be shot. Houses and schools are burned, crops destroyed, women raped. Children on the Edge gives hope to vulnerable children from Burma, children who have fled to the jungles and to neighbouring countries. They provide daily care in internally displaced people camps within Burma and refugee camps, migrant schools and children’s homes on the Burma/Thai border.

Ruby London is renowned for its seasonal fortune cookie-like aphorism contained within each jean. The idea came from a desire to bring a grounded message to a fashion product. The iconic Ruby London back yoke also features an embroidered African tribal knot design, which when translated reads Ruby. For the Children on the Edge design, Kate chose organic cotton, slim fit Rennie Jeans in dusty pink and midnight blue, along with normal cotton in black, white and summer grey – bang on trend for Spring/Summer 09. Therefore, fashionistas can wear the latest denim styles in good conscious. The children she worked with in Burma suggested changing the traditional Ruby London back yoke emblem, so it reads ‘Children on the Edge’ in Burmese. Along with this, the back pocket is embroidered to read ‘Dream’.

The limited edition Children on the Edge design for Ruby London is priced between £120-£130 and is available from Fenwick, House of Fraser, Area, Ethic and www.rubylondon.com.

Kate Eccles of Ruby London comments:

“We at Ruby London believe we are all responsible and capable of using our talents to unite and support people around the world. Anita Roddick founded Children on the Edge and she was an inspirational character who we respect immensely for the courage and passion she showed in her charity work. We have used our talents, combined with those of the children in Burma, to create a jean to raise worldwide awareness and change, so fashion can make a difference.”

For further information on Ruby London visit www.rubylondon.com or call 0870 428 4174.

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For sample requests or imagery contact beth@rubylondon.com or 0870 428 4174.

Notes to Editors:

• For further information on Children on the Edge visit www.childrenontheedge.org
• Celebrity fans of Ruby London include Alesha Dixon, Scarlett Johansson, Rachel Bilson, Jo Whiley and Katie Melua