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 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 and 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  starting April 1, 2011.

Get Involved!

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 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 care.

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 1990.

To date, nearly $50 million has been granted to breast cancer charities worldwide from FTBC campaigns.

For more information, visit

Rethink Breast Cancer launched the FTBC campaign in Canada in the fall 2001. For more information about the Canadian FTBC campaign, visit

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

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 Images are free to accredited members of the media/

SOURCE Loblaw Companies Limited - Joe Fresh Style and PC Home Division

For further information:

For products, images or additional information, please contact:

Alison Lawler-Dean Katie Gillespie
Sr. PR Manager, Joe Fresh Senior Manager
Loblaw Companies Limited Rethink Breast Cancer
416.516.5233 ext 1424,


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