With a fifth of the UK population living below the poverty line, Volcom are running a "Give Jeans A Chance" drive at their London and Falmouth stores, where they will be collecting old denim and passing on the donated items to the Whitechapel Homeless Mission for redistribution.

Just drop any old pair of wearable denim jeans or jackets into the London or Falmouth Volcom Store's from today, November 15th, until December 15th and you'll be given a free Volcom cap, DVD or CD.

Check out www.volcom.com/givejeansachance for further details.