The Brazilian city of Recife is one of 12 cities to play host to the 2014 FIFA World Cup later this summer. It is the 5th largest city in Brazil, very metropolitan and cultured. But within the city there are hundreds of homeless children and adolescents exposed to violence, drugs, gang activity, and prostitution. In an effort to support and protect the homeless youth of Recife, Canadian underwear brand Garçon Model is partnering with NGO Grupo Ruas e Praças to raise money and fund arts and cultural projects.

Starting on June 12, Garçon Model will donate every cent of profit made from their Brazil Trunk ($34) to the children in an effort to create positive lives for the street kids of Recife. The project began with Nicholas Jayr of BBH London, an advertising agency. After some successful fundraising, he collaborated with filmmaker and photographer Klaus Thymann and the pair created the video #TemVidaNasRuas (Portuguese for “Life In The Streets”).

The brief video tells the stories of some of Recife’s street children and hopes to illuminate their untapped potential while encouraging further support. We hear stories of violence that children shouldn’t encounter, and hear dreams for things most taken for granted in the safer, wealthier parts of the world. The accompanying photos also depict the disadvantaged street kids, as well as shots of the underwear that could make a difference in their lives.

As always, Garçon Model’s products are comfortable, fashion-forward and full of energy. But when we say the Brazil Trunk is a pair you will feel good wearing, we aren’t just talking about comfort. The 2014 World Cup serves as a great backdrop to rally support for the underprivileged street children of Recife. And with Garçon Model joining the cause, your underwear never had more purpose. To get even more involved with the charity over the course of the games, Garçon Model has also changed their logo to match the colors of the Brazilian flag!

Watch the #TemVidaNasRuas video and scroll through the gallery below to see images from the campaign. Have you already bought a pair of Garçon Model Brazil Trunks and love the good karma you’re gotten back? Tell us your story in the comments below, or by tweeting us @underwearexpert.

For more information on this brand: Garçon Model

Photo Credit: Klaus Thymann

Sponsored by Garçon Model