Male supporters of St Wilfrid’s Hospice donned dresses and paraded through the town centre.
Shoppers were surprised to see the men in their frocks on Saturday afternoon (August 10).
They paraded from the Town Hall up to the Grand Hotel to raise cash for St Wilfrid’s.
Among those taking part in the Dame for a Laugh challenge was the Mayor of Eastbourne Cllr Mike Thompson.
The men were sponsored for the event.
All the cash will go towards helping to furnish the rooms in the new state-of-the-art hospice, which has just been completed off Broadwater Way in Eastbourne.