By Angela M. Coggs
Denim Day is an internationally recognized campaign that brings awareness to sexual assault and violence, rooted in an important moment of protest that dates back to the late 1990s. Over the years, it has grown into a symbol of solidarity and education, helping to challenge myths and misconceptions surrounding sexual violence. On Denim Day, which takes place on the last Wednesday in April — April 30th this year — people stand in solidarity with sexual assault survivors and victims. Celebrated every year on the last Wednesday of April, Denim Day started as a campaign against sexual assault apologists.
The history of Denim Day begins in Italy in 1992. An 18-year-old girl was raped by her 45-year-old driving instructor during her first lesson. The perpetrator was convicted and sentenced, but the case took a shocking turn when it reached the Italian Supreme Court. In 1998, the court overturned the conviction, arguing that because the victim had been wearing tight jeans, she must have helped remove them, implying consent. The justices stated, essentially, that it would have been impossible for the perpetrator to remove the jeans without the victim’s cooperation.
This decision sparked international outrage. In protest, the women of the Italian Parliament wore jeans to work to express their anger and solidarity with the victim. Their act of defiance quickly gained global attention, inspiring similar protests worldwide.
In 1999, Peace Over Violence, a Los Angeles-based nonprofit dedicated to ending sexual, domestic, and interpersonal violence, established Denim Day in the United States. They chose the last Wednesday of every April—during Sexual Assault Awareness Month (SAAM)—to honor this symbolic protest and to continue raising awareness.
While Denim Day originated in Los Angeles, its reach has spread across the United States and to several countries globally. It is officially recognized in cities like:
- Los Angeles (where it started)
- New York City
- Washington, D.C.
- Chicago
- Many universities, colleges, and workplaces across North America observe the day (including the County of San Bernardino)
Additionally, numerous organizations worldwide, particularly in Europe and parts of Asia, have adopted similar awareness campaigns linked to Denim Day. Though it may not always be a formal public holiday, it is recognized through rallies, educational events, and social media campaigns.
Denim Day challenges the dangerous and persistent myths around sexual assault, particularly those that blame victims for their assaults based on what they were wearing or how they were behaving. By wearing jeans on Denim Day, participants make a visual statement that what someone wears is never an invitation or justification for sexual assault.
The denim symbolizes protest against:
- Victim blaming (“They must have been asking for it”)
- Judicial injustice (as seen in the overturned rape conviction)
- The stigma that survivors often face when they come forward
Denim Day also amplifies the voices of survivors, offering them support and showing that their communities believe and stand with them.
The campaign has several clear goals:
- Raise Awareness: Educate the public about sexual violence, myths about rape, and the experiences of survivors.
- Promote Prevention: Foster conversations about consent, healthy relationships, and respect.
- Support Survivors: Show solidarity with survivors and encourage them to share their stories if they choose, knowing they are believed and supported.
- Challenge Injustice: Address systemic issues in legal systems and institutions that perpetuate victim blaming or minimize sexual violence.
- Create Cultural Change: Ultimately, Denim Day seeks to shift cultural attitudes that normalize or trivialize sexual violence.
Participation in Denim Day is simple but meaningful. Individuals, schools, businesses, and community groups are encouraged to:
- Wear jeans or denim clothing
- Host educational events or discussions
- Share information and survivor stories on social media
- Support local organizations that help survivors
- Advocate for policies that protect and empower survivors
Many workplaces and schools also organize group photos, panel discussions, or fundraising events to further amplify their commitment to the cause.
Denim Day is more than just wearing jeans—it’s about standing against sexual violence and the cultural attitudes that enable it. It is a reminder that no article of clothing ever causes rape or assault, and that justice should never be denied based on prejudiced thinking. By participating in Denim Day, people around the world honor survivors, demand justice, and work toward a future free from sexual violence.
