Juanes partnering with Hard Rock Cafe for charity endeavour

Latin rocker Juanes has secured a big merchandising deal to raise funds for his youth empowerment organisation by selling a T-shirt he designed through the Hard Rock Cafe chain. The Me Anamora star has agreed to sell limited edition promotional items from his Juanes Artist Spotlight Merchandise label, including a specially-created T-shirt, via the restaurant group’s website, with 15 per cent of all proceeds raised being donated to his Fundacion Mi Sangre charity, which aims to inspire positive social change through art in the singer’s native Medellin, Colombia.
Explaining the inspiration behind his charity mission, Juanes says, “My upbringing was filled with many contrasts. At home, things were marvellous; I was close to music, love, tranquillity.
“But when I was 13, 14 years old and went outside, I stood before violence, because I lived through the era in Medellin when drug trafficking was at its apex. I think all of that has generated, within me, a need to bring a positive change to my community, my country. That’s where Fundacion Mi Sangre comes from.
“But everything is inspired by music (and) art. It’s transformed my life, and that’s the reason that I decided, ‘OK, I want to do the same. I want to help people through my foundation.'”