Mexx Kids Aims At Youth: Dress Stylish, Get Educated & Save Wildlife - European Retailer's Fall Collection Sales Will Help WWF-Canada

    MONTREAL, Aug. 1 /CNW Telbec/ - Who says shopping for back-to-school
wardrobes for your kids can't be a positive experience?
    At Mexx Kids, the arduous, annual end-of-summer parental task has just
been redefined. On July 24th, Mexx Kids launches an educational fund-raising
campaign to support WWF-Canada (World Wildlife Fund). Through a percentage of
sales from the Mexx Kids Fall Collection, the European brand has set its
sights on raising the awareness of global warming and its effects on nature
while generating $100,000 in donation dollars.
    "This Mexx Kids initiative is a great opportunity to raise awareness
about global warming and help conserve wildlife in Canada's Arctic," says
Peter J. Ewins, Director of Species Conservation for WWF-Canada. "We all share
this great country with polar bears, caribou, and the arctic fox. With Mexx
Kids, we want to show that children and their families can make a difference."
    Looking good heading back to school and feeling good that your purchasing
decision makes a difference is a new consumer consciousness that Mexx Kids
intends to lead. The campaign will focus on raising money with a percentage of
sales as well as educating people on the environmental impact of climate
change. Ecological shopping bags, complimentary newsletters and educational
store visuals are designed to provide future generations the knowledge to take
the necessary steps to help conserve the environment and wildlife.
    "We're very excited to partner with WWF-Canada in supporting their
efforts on climate change. It is our children of today who will be distressed
by the environmental challenges," says Karen Khawam, Marketing Manager for
Mexx Kids. They are the next generation and Mexx Kids wants to help build
awareness with both children & parents, to help make a difference"
    The program will run until October 31st in Mexx Kids Stores across
Canada, including factory outlets that carry the collection. The donation will
be given to WWF-Canada in November.

    About Mexx

    Founded in 1980, Mexx is a global lifestyle brand that offers a range of
fashion apparel and accessories for women, men and children. Mexx Kids is
fashion and accessories for children aged 0 to 10 years. From Baby, to Mini
and Kids, Mexx Kids collections are designed with a European flair while
remaining practical and safe. Mexx Canada operates over 77 retail locations,
in addition to the wholesale distribution in major department and specialty
stores across Canada. MEXX Canada is part of Liz Claiborne Canada Inc., a
rapidly expanding multi-brand, multi-channel fashion apparel company with a
portfolio of over 14 brands including Liz Claiborne, Lucky Brand Jeans, DKNY
Jeans, Yzza and Enyce. Liz Claiborne Canada is a subsidiary of New York based
Liz Claiborne Inc., a publicly traded company. Please visit www for
more information.

    About WWF-Canada

    Founded in 1967, WWF-Canada has become one of the country's leading
conservation organizations, enjoying the active support of more than 100,000
Canadians. WWF-Canada's mission is to stop the degradation of the planet's
natural environment and to build a future in which humans live in harmony with
nature by conserving the world's biological diversity, ensuring the use of
renewable natural resources is sustainable and promoting the reduction of
pollution and wasteful consumption. To learn more, visit

    /NOTE TO PHOTO EDITORS: A photo accompanying this release is available on
    the CNW Photo Network and archived at
    Additional archived images are also available on the CNW Photo Archive
    website at Images are free to accredited
    members of the media/

For further information:

For further information: and photo requests: Carrie Sanders, GA &
Associates, Montreal: (514) 933-2736, Toronto: (416) 913-2736,

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