Diesel, the iconic Italian denim brand and fashion house, is celebrating 30 years of creativity next month and to mark the occasion has chosen to launch a long-term partnership with our not-for-profit youth engagement social enterprise LIVE Futures and our new charity arm, The Livity Trust.
The partnership will build on LIVE's on-going youth-training relationship with Diesel's pioneering Diesel:U:Music Radio project to support young talent in its rawest form through all aspects of LIVE Futures' and The Livity Trust's innovative work improving the lives of young people in London and beyond.
Diesel are donating 100% of proceeds from the London leg of its xXx Birthday Party at new super-club matter on October 11 and an amazing modern music memorabilia eBay auction throughout October. Diesel have also commissioned LIVE's trainee writers, illustrators and designers to produce a special one-off xXx Ray Eyes fanzine commemorating all aspects of their birthday celebrations.
The proceeds from the auction and party will help us to continue our work with young people, giving them opportunities to improve their lives. This means funding for LIVE Magazine, our quarterly publication produced entirely by young people who receive training, mentoring, accreditation and job coaching. Some of the proceeds will also go to The Livity Trust, a new charitable trust fund set up to pay for apprenticeships and make small grants for disadvantaged and 'at risk' young people to advance their education or career.
Diesel and LIVE have asked famous names from the international music scene to donate a personal, 'pre-loved item that tells a story' to raise funds for the education and inspiration of disadvantaged young people in London. Auction items, including The Ting Tings' drumsticks, Estelle's sunglasses, Kasabian's tambourines and original drawings for a Goldfrapp video, will be exhibited at Diesel's flagship store in Covent Garden through September and October and simultaneously auctioned at www.dieselxxxauction.com.
Also in the auction will be the first ever Fiat 500 by Diesel a stylish new car design that will be causing a storm when they hit the road in Spring 2009.
The London leg of Diesel's 17 city global party, The Creative Experiment, will welcome 3,000 guests to one of the capital's most
exciting new venues matter, heralded as the most technologically advanced clubs in the UK. Among the 30 confirmed performers are Mark Ronson, Mystery Jets, The View and Patrick Wolf. www.diesel.com/xxx
During the lead up to the big event, the hugely successful Diesel:U:Music Radio station has been welcomed back until October 12th at www.dieselumusicradio.com and will feature original programming from journalists, bloggers and broadcasters, including I-D, Popjustice, Kerrang, The Guardian and the young journalists from LIVE Magazine. A brand new fanzine supporting the London event has also been produced by a dedicated group of young trainee journalists and designers from LIVE who have been mentored by established magazine professionals.
Andy Griffiths, Head Of Communication at Diesel UK, commented: "Diesel is 100% committed to supporting a new generation of talent and LIVE Futures is a superb example of how a project engages with young people through fashion, art, music and media. The Brixton team is incredibly effective at raising the sights of the young people they work with, engaging them in positive activities and then moving them into employment, education or apprenticeships. For these reasons we want to support their work."
Gavin Weale, Director of LIVE Futures, added: "We're thrilled to have been selected by such a prestigious brand. The LIVE Futures team and all of our young people look forward to reaping the benefits and rewards of Diesel's generosity!'.
For more information contact paola@livity.co.uk
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