Clothing company Gant UK will donate 10 per cent of sales from a popular clothing line to kids medical research charity Sparks.
It is Gant UK's first charity fundraising initiative and it intends to roll out further regional and national campaigns with Sparks throughout the year.
The company hopes to raise a "significant
amount of money for the charity through sales of its popular pique polo shirts.
"We decided to join forces with a high-profile charity to try to create a new buzz within the fashion industry,
said Stephanie Thierry, head of marketing at Gant UK.
Gant UK chose to partner with Sparks because of its synergy with the Gant customer. Sparks was founded by sports personalities to raise money for medical research for children and babies through sporting and social events.
Charlotte Minoprio, corporate fundraising manager at Sparks, said: "We're looking forward to a long and fruitful partnership with Gant UK."