To celebrate their 30th anniversary, River Island has launched a campaign that encourages its customers to express themselves and not be defined by convention.

Spreading the message that “Labels Are For Clothes”, the campaign partners with international anti-bullying charity Ditch the Label.

The campaign features tongue-in-cheek care labels that urge customers to leave the labelling to clothes, and not the people who wear them.

In conjunction with the campaign, River Island are selling a range of t-shirts and sweatshirts for both men and women to propel their empowering message, £3 from each sale will go directly to the charity.

For more information about the national campaign visit