Jeans with a purpose

Once in a while someone will recognize the importance of a cultural icon and use it for the greater good. This is what Daniel Feuer, president of new Canadian made-to-measure jeanswear label UJeans, has done. Recently, the company received the permission of the Canadian Red Cross to use its insignia on two pairs of made-to-measure jeans, which are currently being auctioned on eBay. The proceeds will go to the victims of Hurricane Katrina.

"We at UJeans wish to express our sorrow over the destruction and the loss of life caused by Hurricane Katrina along the Gulf Coast," said Feuer in a statement. "People can help by either donating directly to the Red Cross Hurricane Katrina Response Fund or by participating in our charitable on-line auction." The auction on eBay started on Friday, 30 September and will continue for 10 days.