Ad copy: &ldquo;If we told you a pair of shoes could help cure AIDS, would you buy it?&rdquo;&mdash; Kenneth Cole. This ad for a &lsquo;Tour for the Cure&rsquo; warehouse sale donated a percentage of their proceeds to AmFAR, the American Foundation for AIDS Research.&ldquo;<em>To be aware is more important than what you wear</em>.&rdquo; &mdash; Kenneth Cole. With a longtime commitment to raising money for charities that benefit the fight against AIDS, Cole became an AIDS activist in 1985, when many in the fashion industry were pretending that AIDS didn&rsquo;t exist, even as the disease claimed designers, stylists and beauticians. Each year on December 1, World AIDS Day, Cole donates 40% of the money from that day&rsquo;s purchases to organizations involved in the fight against the disease. Kenneth Cole promotes AIDS awareness and donates a portion of their retail sales to the AmFAR organization. <br />