The cult Instagram account ‘Hot Dudes Reading’ has been snapped up by fashion brand Banana Republic.
The clothing company has enlisted the ever popular Instagram account @hotdudesreading for their latest campaign.
Banana Republic is urging the public to get involved in their new initiative, by donating money to provide books for schools and children.
To entice people to get on board, Banana Republic is working on a joint social media campaign with Hot Dudes Reading, the account which has amassed almost half a million people since it was created last month.
"He's studying that book like a high stakes poker hand. Put your cards on the table, stud, we're all in. #ReadEmAndWeep" #hotdudesreading x #thenewBR --- Help @hotdudesreading & @FirstBookOrg provide books for schools & children. Every $5 puts 2 books in their hands. Join the cause & donate (link in bio)
The account has also linked up with First Book, a charity that aims to distribute literature to the children who need it most.
"Hot Dudes Reading For A Cause" asks people to help spread the love of reading by making a donation to First Book - in the last fortnight, over $5,000 has been raised.