Seed Heritage has today launched its week-long Jeans for Genes campaign.
This week, the retailer will donate $20 from each women's and children's denim sale to the Children's Medical Research Institute's (CMRI) Jeans for Genes campaign.
The CMRI work to find cures for genetic diseases and birth defects.
CMRI's research helps the one in 20 kids worldwide who face cancer, cystic fibrosis and other life-threatening metabolic disorders get back to being kids.
Seed Heritage CMO Sophia Brown said supporting CMRI was a natural fit for the brand, which specialises in kids clothing.
"At Seed we value making a positive impact on the world and we know that by contributing to the research being done by the scientists through Jeans for Genes, we are making a difference in the lives of the one in 20 children living with genetic disease or a birth defect, as well as future generations," she said.
Seed's Jeans for Genes denim edit is available to shop now, with women's and children's pieces ranging in price from $39.95 to $149.95.