Rethink Breast Cancer & Joe Fresh Style Raise Awareness With Fashion

Joe Fresh Style storeFashion takes aim – Rethink Breast Cancer announces partnership with Joe Fresh Style for annual Fashion Targets Breast Cancer campaign

TORONTO, (RPRN) Mar 26, 2009-–The fashion minded are always at the forefront when it comes to supporting a worthy cause. It is in this pioneering spirit that Rethink Breast Cancer gets set to launch the eighth annual Fashion Targets Breast Cancer campaign, this year partnering with Joe Fresh Style to design, produce and retail the iconic Target t-shirt.

The program is a national fundraising campaign that focuses on the sale of limited edition T-shirts and reminds women to target their breast health. This year, Rethink Breast Cancer worked with the team at Joe Fresh Style ( to create fashionable tees at prices that simply can’t be beat. Available during the month of May at all Real Canadian Superstore locations across the country (visit for store locations), the shirts will retail for just $12 – the ultimate, and affordable, must-have of the season for the charitable fashionista.

Get Maxim for less than $1.25 an Issue!

“I’ve long admired the Fashion Targets Breast Cancer campaign since its inception and original target design by Ralph Lauren and I’m delighted to be partnering with Rethink Breast Cancer. This is a wonderful opportunity for our brand to not only give back to the community, but also to the women who shop with us and support us every day.” Joseph Mimran, Creative Director, Joe Fresh Style.

Further emphasizing this fundraising commitment, 100 per cent of the net proceeds from the sale of the T-shirts will go towards funding the various research, support and awareness programs operated by Rethink Breast Cancer and benefiting women and families affected by the disease nationwide.

“We’re thrilled and honoured to partner with Rethink on the Target Fashions Breast Cancer t-shirt program. We love the fit of the t-shirt with our fashion brand, Joe Fresh Style, and also really admire Rethink for the development of their innovative programs which support women and families affected by breast cancer,” said Elizabeth Margles, VP Marketing, Loblaw Companies Ltd.

To ensure that the message is spread far and wide, on Friday, May 29, Rethink Breast Cancer urges all Canadians to wear their Fashion Targets Breast Cancer tee to work as part of Fashion Targets Friday. It’s a simple way to get involved and raise awareness for this important issue in the workplace.

“Fashion Targets Friday is more than just wearing a T-shirt to support a cause, it’s about encouraging women to become more ‘breast aware’ and letting everyone know that there are resources available to help them cope with the disease,” explained MJ DeCoteau, Executive Director, Rethink Breast Cancer.

This year’s campaign will also include a national design contest challenging participants to design a target inspired t-shirt. Students of fashion and design programs across the country will be invited to submit entries, which will then be narrowed down by a panel of celebrity judges. The finalists will have their submissions Rethink Breast Cancer With Fashionposted on the official Fashion Targets Breast Cancer website ( where the public will be able to vote for the winner who will be announced on May 29.

About Fashion Targets Breast Cancer – Rethink Breast Cancer launched the Fashion Targets Breast Cancer (FTBC: undefined, undefined, undefined%) campaign in Canada in the 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.

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For more information about activities associated with this year’s 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. 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 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 mastermind behind Alfred Sung, Club Monaco and Caban, as well as the creative director for the President’s Choice(R: 26.48, 0, 0%) HOME Collection, 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: 26.48, 0, 0%), no name(R: 26.48, 0, 0%) and Joe Fresh Style(R: 26.48, 0, 0%) brands. In addition, the Company makes available to consumers President’s Choice financial services and offers the PC points loyalty program.

SOURCE: Loblaw Companies Limited

high-resolution images or to arrange interviews, please contact – Jumol Royes,
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