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Fashion giant Jimmy Choo announces Project PEP, a socially conscious and hip new line that evokes the Punk Rock fashion of the 70’s and 80’s.

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We first heard about this line after receiving a mention from Jimmy Choo’s team managing the Jimmy Choo Twitter Page. From that point, we learned that the fashion giant Jimmy Choo had announced Project PEP,  a socially conscious and hip new line that evokes the Punk Rock fashion of the 70’s and 80’s.

Jimmy Choo will donate 25% of the net sales from the Project PEP line to the Elton John AIDS Foundation, who will help fund The Simelela Rape Centre in Cape Town, South Africa.

The Simelela Rape Center was set up in 2005, with the mission to provide the infrastructure for medical, counseling and legal support to victims of sexual abuse and rape.  PEP (Post Exposure Prophylaxis) medication, when taken within 72 hours of sexual abuse, dramatically decreases the chance of the victim acquiring HIV.  This makes the first 72 hours crucial in the treatment and care of someone who was sexually abused.

The proceeds raised by Project PEP will enable the Simela Rape Center to stay open day and night providing 24 hour/7 days a week access to the vital life saving treatment that has to be administered within the first 72 hours of exposure to HIV.

To raise awareness of the campaign, Jimmy Choo has announced a contest entitled “You, Your Shoes and 72″.  Participants are invited to enter a photo that embodies this theme.  The grand prize winner will win 7 pairs of Jimmy Choo shoes and 2 handbags.  Over 100 winners will receive shoes and other products from the Jimmy Choo Project PEP line.  The winning photos will be displayed at Project PEP events worldwide.

To find out more about Project PEP and enter “You, Your Shoes and 72″ photo contest, visit http://www.jimmychoo72.com/.

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