Outfit staff and customers join the fight against dementia in 2011

The out-of-town fashion store chain, which houses brands including Topshop, Dorothy Perkins and Burton, has chosen Alzheimer's Society as its new charity of the year. Alzheimer's Society is the leading support and research charity for people with dementia.

Staff from 49 Outfit fashion stores across the UK will be taking part in a variety of fundraising events during the next 12 months, including family fun days, treks, runs and cycle rides. Customers can also get involved by buying jewel key rings which are available in all Outfit stores now, in aid of Alzheimer's Society.

Jeremy Hughes, Chief Executive at Alzheimer's Society, said:

'We are delighted that Outfit has chosen us as their charity of the year, and look forward to a great year of fundraising. One in three people over 65 will die with dementia, so the condition will touch most of our lives at some point. The fantastic support of Outfit staff and customers will help Alzheimer's Society champion the rights of people living with dementia and the millions who care for them.'

Dale Haden, Marketing Manager at Outfit said:

'Alzheimer's Society is a cause which is close to the hearts of many Outfit staff and their families, and I am confident they will really rise to this new challenge. Outfit customers are also very generous so it's great they will be able to join in by buying the key rings. All the funds Outfit raise will help Alzheimer's Society support people to live well with dementia today and find a cure for tomorrow.'

Money raised will help to fund support for people with dementia and carers such as befriending services, dementia cafes, and a range of activities including 'Singing for the brain' and art therapy.