Alex’s Wish Teams Up with Next to Help Support Innovative Research Grant

Added by Love Business East Midlands | 4 September 2024

Leicester-based charity Alex’s Wish is thrilled to announce a new collaboration with leading retailer Next Plc. to coincide with World Duchenne Awareness Day (WDAD) on Saturday 7 September 2024.

A set of boy’s pyjamas has been specifically designed by the retailer, with 100% of the profits going directly to Alex’s Wish. This money will help to fund an innovative research grant call – the focus of the charity’s fundraising over the next six months. This initiative is a significant step towards finding a cure for Duchenne Muscular Dystrophy, a life-limiting muscle-wasting condition that currently affects 1 in every 3,500 boys born.

The launch of these pyjamas is timed to coincide with World Duchenne Awareness Day (WDAD) on 7th September, a global event dedicated to raising awareness of Duchenne Muscular Dystrophy. The day is marked around the world to highlight this rare and often unheard-of condition, which is caused by mutations in the dystrophin gene — a gene responsible for muscle integrity and function.

Emma Hallam, CEO and Founder of Alex’s Wish, expressed her excitement about the partnership:

“We are delighted that Alex’s Wish has been chosen by Next Plc to design a set of boys' pyjamas to help us raise vital funds to support our important work to conquer Duchenne Muscular Dystrophy. Alex, the inspiration behind Alex’s Wish, was able to play a part in the design process. Alex loves cars, so this design is perfect. How amazing would it be if every boy living with Duchenne in the UK were to buy a set and help us conquer Duchenne for all.”

Emily Reuben OBE, Founder and Chief Executive of Duchenne UK also shared her enthusiasm:

“This is an incredible, creative, and very innovative partnership between Alex's Wish and Next. We work closely with Alex’s Wish, and through our collaboration, they support important projects alongside us. They are not only a great set of pyjamas, but every pair bought will also help people with Duchenne Muscular Dystrophy. They are perfect to buy for your children and as a gift, so please go online and buy a pair.”

A spokesperson at Next, added:

"We are proud to continue our support of Alex’s Wish. 100% of the profit made on these collaborative pyjamas will go directly to Alex’s Wish, helping them to continue the vital research needed to find a cure for Duchenne and help other children like Alex.”

With new treatments currently progressing through the approval stages with NICE, the charity community remains hopeful yet realistic about the challenges ahead. There is still no cure for Duchenne Muscular Dystrophy, making the support from this collaboration crucial to funding ongoing research efforts.

To learn more about World Duchenne Awareness Day and how you can contribute to the cause, visit World Duchenne Awareness Day.

The pyjamas are available for sale exclusively in the UK until 30th November and can be purchased via the following link: https://www.next.co.uk/style/su260856/n77771#n77771

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