Fashion hits the spot



    Fashion Targets Breast Cancer T-shirt arrives in stores next month

    TORONTO, April 30 /CNW/ - With Mother's Day just around the corner,
everyone is scurrying to find that perfect gift that's sure to brighten mom's
day. This May, the Fashion Targets Breast Cancer T-shirt will arrive in Joe
Fresh departments across the country just in time for Mother's Day (visit
www.joe.ca for store locations).
    Rethink Breast Cancer (www.rethinkbreastcancer.com) has joined forces
with Joe Fresh Style (www.joe.ca) to create this year's oh-so-fashionable
tees, but the best part is the price: at only $12 each, and with 100 per cent
of net proceeds from the sale of the shirts going towards funding of the
various national programs operated by Rethink, why not grab one for mom and a
few of your closest friends? After all, the charitable recessionista is all
the rage this season.
    "Purchasing the Fashion Targets Breast Cancer T-Shirt is a great way to
support a charity without breaking the bank," said MJ DeCoteau, Executive
Director, Rethink Breast Cancer. "It's all about being charitable and
fashionable, even on a budget."
    After picking up your Fashion Targets Breast Cancer T-Shirt, don't forget
to log on to the official Fashion Targets Breast Cancer website
(www.fashiontargets.ca) to vote for the winning submission in the FTBC
National Design Contest. Students of design schools and programs across the
country have been invited to submit designs for a target inspired T-shirt, and
the finalists will be chosen by a panel of celebrity judges including Joe
Mimran of Joe Fresh Style, Shinan Govani and Amoryn Engel of the National
Post, Deborah Fulsang of Chatelaine and Lisa Tant of Flare. The public will
able to go online and vote starting on May 29, Fashion Targets Friday. The
winner will be announced on June 11.
    Rethink Breast Cancer encourages all Canadians to wear their Fashion
Targets Breast Cancer tees to work on Fashion Targets Friday to show their
support for the cause and remind women to target their breast health.

    About Fashion Targets Breast Cancer - Rethink Breast Cancer launched the
Fashion Targets Breast Cancer (FTBC) campaign in Canada in fall 2001. The
national flagship campaign centers on the sale of limited edition T-shirts
featuring a 'target' logo. Now a worldwide initiative with more than 13
participating countries, the FTBC campaign has raised over $40 million for
cancer charities around the world.
    Fashion Targets Breast Cancer was created by Ralph Lauren in 1994 and has
since become the worldwide fashion community's singular and most successful
response to breast cancer. Celebrities who have added their star power to the
campaign include: Nelly Furtado, Sarah McLachlan, Chantal Kreviazuk, fashion
designer Lida Baday and international models Kate Moss, Cindy Crawford, Linda
Evangelista, Naomi Campbell, Claudia Schiffer and Helena Christensen.
    For more information about activities associated with this year's FTBC
campaign, visit www.fashiontargets.ca.

    About Rethink Breast Cancer - Rethink Breast Cancer is an innovative
charity that reaches out to young people concerned about and affected by
breast cancer. By taking a breakthrough approach to all aspects of breast
cancer - medical research, support, public awareness and fundraising - Rethink
Breast Cancer is thinking differently about how to beat breast cancer. To find
out more about Rethink Breast Cancer, visit www.rethinkbreastcancer.com.

    About Joe Fresh Style - Offering Canadians stylish, fresh and affordable
apparel and accessories for all seasons, Joe Fresh Style is Real Canadian
Superstore's answer to Canadian consumers' desire for accessible,
of-the-moment style. Featuring the inspiration of Canadian style leader Joseph
Mimran the line features more than 400 items, from chic footwear to the latest
in outdoor fashions, enabling today's busy Canadian consumer to shop for
fashion right where she shops for food, health and home, and achieve a great
look without breaking the bank.

    About Loblaw Companies Limited - Loblaw Companies Limited, a subsidiary
of George Weston Limited, is Canada's largest food distributor and a leading
provider of drugstore, general merchandise and financial products and
services. Loblaw is one of the largest private sector employers in Canada.
With more than 1,000 corporate and franchised stores from coast to coast,
Loblaw and its franchisees employ over 139,000 full-time and part-time
employees. Through its portfolio of store formats, Loblaw is committed to
providing Canadians with a wide, growing and successful range of products and
services to meet the everyday household demands of Canadian consumers. Loblaw
is known for the quality, innovation and value of its food offering. It offers
Canada's strongest control (private) label program, including the unique
President's Choice(R), no name(R) and Joe Fresh Style(R) brands. In addition,
the Company makes available to consumers President's Choice financial services
and offers the PC points loyalty program.





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For further information: high-resolution images or to arrange
interviews, please contact - Jumol Royes, rock-it promotions, inc. at
jumol@rockitpromo.com or (416) 220-9573

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