The 2011 apparel collection features 10 items including a limited edition-sequined tee modeled by Patti Hansen to help raise awareness for breast cancer
TORONTO, ON (April 5, 2011) – To celebrate ten years of the Fashion Targets Breast Cancer campaign in Canada, Rethink Breast Cancer and the Joe Fresh® brand are introducing 10 new apparel items to raise funds for breast cancer research, education and support. Included in the 2011 collection is a limited edition sequined tee modeled by this year’s campaign face, legendary model and cancer survivor, Patti Hansen.
Rethink Breast Cancer launched the world famous bulls-eye campaign in Canada in 2001 to raise funds and remind women to “target” their breasts through the sale of the stylish, target branded t-shirts and apparel. This year they will be celebrating the 10 year anniversary of a fundraising and awareness campaign that has raised more than $1.7 million.
"The 10 year anniversary collection available exclusively at Joe Fresh locations celebrates a decade of our dedication to educating young women about the importance of breast health and raising funds to support the unique needs of young women diagnosed with breast cancer in this country,” says MJ DeCoteau, Executive Director of Rethink Breast Cancer. “Through the ongoing commitment and support of partners like the Joe Fresh brand and the dedication of Canadian women and men who continually back the campaign and cause, we have raised vital funds to support Rethink's programs."
The face of this year’s campaign is model, Patti Hansen, who poses with her two daughters Theodora and Alexandra Richards (the girls’ father is Keith Richards of the Rolling Stones). Hansen was honoured to be asked to be part of one of cancer’s most fashionable fundraising initiatives and donated her time to be part of the campaign.
“Having battled cancer twice, I know how scary and overwhelming it can be, so I was inspired to hear about the work that Rethink Breast Cancer does to help educate and improve the lives of Canadian women diagnosed with the disease,” says Patti Hansen. “I was more than happy to donate my time and image to the Fashion Targets Breast Cancer campaign and to this important issue.”
The 2011 Fashion Targets Breast Cancer collection includes 10 items: a limited-edition white t-shirt with sequined bulls-eye ($14*), 6 women’s coloured bulls-eye t-shirts ($12*), 2 t-shirts for men ($12*) and a classic black tote bag ($24*). All the net proceeds from the collection will be donated to Rethink Breast Cancer.
“We are excited to be back supporting Fashion Targets Breast Cancer with a great collection of items that will benefit Rethink Breast Cancer,” says Joseph Mimran of Joseph Mimran & Associates, Creative Director Apparel, Home and Entertainment for Loblaw Companies Limited. “There is something for everyone in this year’s collection – a unique sequined t-shirt, several colours for women, two tees for men and a tote bag for all.”
This year’s Fashion Targets Breast Cancer collection will be available at many Joe Fresh locations across Canada starting April 15 and throughout the month of May. Only 1000 limited edition sequined tees will be available at select Joe Fresh locations (including 540 Granville St, Vancouver; 396 St Clair Ave, Toronto; 10 Lower Jarvis St, Toronto; Heartland Town Centre, Mississauga).
Win with Fashion Targets Breast Cancer!
To further engage consumers in the campaign, media partner, Rogers, will be hosting a Fashion Targets Breast Cancer contest through Chatelaine.com and Flare.com to give away a girls’ getaway for two to attend a Rethink Breast Cancer event in Toronto with a $1500 Joe Fresh shopping spree in gift cards or one of ten secondary prizes of a Fashion Target Breast Cancer tote bag and a $50 Joe Fresh gift card! The grand prize includes flights to Toronto, two nights’ accommodation, $1500 in Joe Fresh gift cards, hair and Joe Fresh makeup application by The Beauty Agency and two tickets to Rethink’s Boobyball. The contest runs from April 1, 2011 to May 31, 2011. For full contest rules and how to enter visit www.chatelaine.com/fashiontargets starting April 1, 2011.
We encourage everyone to wear their Fashion Targets Breast Cancer tee on Fashion Targets Friday – Friday May 27, 2011. Join hundreds of Canadians across Canada who will wear their target tee on this day to remind women to “target” their breasts and help raise awareness for the cause.
Throughout the month of May, check in at one of the participating stand-alone Joe Fresh stores (540 Granville St, Vancouver; 396 St Clair Ave, Toronto; 10 Lower Jarvis St, Toronto; Heartland Town Centre, Mississauga) on Facebook Places and the Joe Fresh brand will donate $1 to Rethink Breast Cancer (up to a total of $20,000). Users must log in via touch phone (iPhone, Android or through touch.facebook.com) to access the Facebook Places ‘Charity Deal’.