Success Story

jcpenney, IAVA Unveil "Welcome Heroes" Program
October 31 2011

On October 27th, jcpenney and IAVA put on an impromptu event that literally stopped New Yorkers in their tracks. To show off new "Matters of Style" looks and introduce IAVA's "Welcome Heroes" program to the public, jcpenney threw a flash mob style fashion show featuring IAVA vets in the middle of the Manhattan Mall.

For 30 minutes the center of the mall became the exclusive club that all partygoers want to get into, but without having to be on the guest list. Local street artist Jayson Atienza painted under the lights of the runway while music pumped from the in-house DJ for the hundreds in attendance. Eight male models, including IAVA staff veteran Matt Colvin, strutted down the catwalk in jcpenney's newest collections and introduced the "Welcome Heroes" program to an entirely new demographic of people.

The VIP event that followed brought together heavy hitters in NYC's fashion world. But it also allowed IAVA Executive Director Paul Rieckhoff to speak about the success of the "Welcome Heroes" program as an example of just how the private sector can step up to support new vets transitioning from combat to career. The retro-themed night was an amazing gathering of influencers and a fun way to kick off year-two of an incredible partnership between IAVA and jcpenney to help new veterans. Watch the video below to see the flash mob as it went down live!

Get Involved

Veteran of Iraq or Afghanistan? Join the conversation inside IAVA's Community of Veterans, stay updated on employment opportunities through IAVA’s Combat to Career program or get free rewards like NFL tickets and jcpenney gift certificates from The Rucksack. Sign up today to become a member - it's completely free.

In just the last year, IAVA has connected hundreds of veterans with employers through career fairs, helped over 10,000 veterans go to college on the new GI Bill, and provided mental health support to over 50,000 veterans—all at no cost to Member Veterans. Programs like these are only made possible through your generous support. Fight for those who fought for us and help us keep these resources and benefits complete free for new veterans and their families.

Donate online or text "IAVA" to 20222 to contribute $10 towards our Combat to Career program. Ensure our country supports this newest generation of veterans not just on Veterans Day but every day of the year.