Fashion brand Lands' End has announced its official partnership with Jeans for Genes Day 2017 and the launch of its brand new denim personalisation service. Lands' End will be fundraising throughout September, with a culmination on Jeans for Genes Day on 22 September. £1 from every £3.50 (embroidered) denim personalisation will be donated, as will £5 from every pair of adult jeans sold and £2 from every pair of children’s jeans.

Lands' End offers a range of denim styles, shapes and fits for men, women and children of all ages, and for the first time consumers can choose to embroider names, slogans and image motifs through bespoke personalisation.