What a bunch of "Holier than though" cr*p I've been reading... It appears that NONE OF YOU have ever worked as a gate agent...
First, an airline is supposed to be safe. What does a Gate Agent wearing jeans have to do with not being safe?
Second, an airline is supposed to be reliable, i.e. "on-time" -- Again, what does wearing jeans have to do with on-time performance?
In fact, wearing jeans may be safer for many agents without the encumberance of ill-fitting uniform pieces or other interference from uncomfortable garments. And the same goes for on-time performance -- Back when I was a gate agent, I wore sneakers. I worked at an out-station that was consistently staffed to the minimum. Many evenings, I was the only person qualified to operate the jet bridge. In those days (security wasn't an issue), I would dock the bridge at 1 a/c, go quickly down the outdoor steps, across the ramp, and up the steps of a 2nd jet-bridge to dock or un-dock a second aircraft. This simply was not possible in any other footwear -- that I could afford -- and the company would not buy me steel-toed boots. If I had "uniform" shoes on, I could not use the steps and we risked a late arrival/departure. The station manager agreed with me and I was allowed to wear sneakers as long as they were fairly clean, white/blue, with no broken shoe laces (for safety). No, this was not the best thing to do, but it worked well for all involved. I never, ever had a passenger comment on my footwear -- ever -- to me or management or in writing or anything. Good, bad, nothing. Other employees, yes. But never a passenger. I don't think they really cared as long as I provided the very best customer service to each and every one of them.
And I'm sure ANY gate agent would prefer a 1/2 day or full day off - with pay -- for contributing to the United Way. However, their positions would have to be covered -- either with severe understaffing (everyone would contribute just to get time off with pay!) or at an added expense to the company, so in reality, that's just not feasible. So, the company has found a way to thank the employees for contributing. In a way that is meaniful to the employee without added expense for the company -- and I commend them.
After safety and reliability, the only thing any passenger should be concerned with is good customer service -- which can be provided while wearing jeans. Is it the "best" way to present an "image"? Certainly not. But as a reward for being generous and giving and concerned about somebody other than yourself, I see no problem in allowing an employee to wear jeans once a year or one week a year.