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, April 5 /CNW/ - 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
"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
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
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'.
*plus applicable taxes, prices subject to change
About Fashion Targets Breast Cancer
Fashion Targets Breast Cancer (FTBC), a charitable initiative of the Council of Fashion Designers of
America/CFDA Foundation, marshals the goodwill and services of every
element of the fashion industry (including fashion designers in the US
and internationally, leading retailers, the world's most famous models
and celebrities, fashion photographers, as well as media, advertising,
and PR firms, among others) to raise public awareness and funds for the
breast cancer cause, in the U.S. and internationally.
Currently, FTBC campaigns are ongoing in Australia, Brazil, Canada,
Cyprus, Greece, Ireland, Japan, Portugal, United Kingdom and the United
States. With the proceeds from these worldwide FTBC campaigns, the
CFDA Foundation helps to fund programs that provide access to reliable
resources, breast health education, innovation information, and health
The Fashion Targets Breast Cancer name and symbol were created by Ralph Lauren and subsequently entrusted
to the CFDA Foundation. FTBC was first presented in the U.S. in the spring of 1994 during New York
Fashion Week, and was formally launched in September 1994 at a special
White House reception hosted by then-First Lady Hillary Rodham Clinton.
During this initial campaign, 400,000 FTBC shirts were sold, raising $2 million to benefit the Nina Hyde Center
for Breast Health at the Lombardi Cancer Center at Georgetown
University Medical Center. This center was chosen as beneficiary at
Ralph Lauren's request, in memory of his friend Nina Hyde, the former
fashion editor of The Washington Post, who died of breast cancer in
To date, nearly $50 million has been granted to breast cancer charities
worldwide from FTBC campaigns.
For more information, visit www.cfda.com
Rethink Breast Cancer launched the FTBC campaign in Canada in the fall 2001. For more information about the
Canadian FTBC campaign, visit www.rethinkbreastcancer.com.
About Rethink Breast Cancer
Rethink Breast Cancer is an innovative charity that reaches out to young
people concerned about and affected by breast cancer. 2011 marks the 10th anniversary of the first ever Canadian charity to bring bold, relevant
awareness to the under 40's crowd; foster a new generation of young and
influential breast cancer supporters; infuse sass and style into the
cause; and, most importantly, respond to the unique needs of young
women going through it. 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 Loblaw Companies Limited
Offering Canadians stylish, fresh and affordable apparel and accessories
for all seasons, the Joe Fresh® brand is Loblaw Companies Limited's
answer to Canadian consumers' desire for accessible, of-the-moment
style. Creative Director, Joseph Mimran of Joseph Mimran & Associates,
Creative Director Apparel, Home and Entertainment for Loblaw Companies
Limited, oversees a line that 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.
Joe Fresh BeautyTM, an inspired collection of stylish and well-priced beauty products, was
launched in 2009.
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 more than 136,000 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®, no name® and Joe Fresh® brands. In addition, the Company makes available to consumers President's Choice Financial® services and offers the PC® points loyalty program.
/NOTE TO PHOTO EDITORS: A photo accompanying this release is available
at http://photos.newswire.ca. Images are free to accredited members of the media/
SOURCE Loblaw Companies Limited - Joe Fresh Style and PC Home Division
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