Wild Bill's Western Store Starts Campaign to "Give Cancer the Boot"

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To honor Breast Cancer Awareness Month, Wild Bill's Western Store is helping customers "Give Cancer the Boot" when they purchase ready made or custom-made boots. For the duration of October, Wild Bill's will donate 20 percent of the purchase price of custom boots and 10 percent the price of ready made boots to the cancer charity of the customer's choosing. A pair of pink boots got things started.

Few things evoke images of the Old West so powerfully as leather boots - but pink leather boots? That's the order of the day at Wild Bill's Western Store, where employees are working to Give Cancer the Boot.

When owner Bill Dewbre made a pair of custom-fitted, pink, ostrich full-quill boots for friend Joyce King they were special to him, but he didn't realize they might become a new symbol of the fight against breast cancer.

King has been an advocate for breast cancer screening and preventive healthcare for more than a decade. Twelve years ago, while a radio and television personality in Dallas, she made herself the subject of a local television story to help illustrate the need for women to get regular mammograms.

King, who is African-American, knew that while white women were more likely to get the disease, black women were more likely to die of it because they weren't getting regular mammogram tests. The video of King's test has run many times over the years, helping countless women overcome their reluctance and get tested.

Dewbre made the custom boots for King to honor her walk against cancer. "You can't help but be touched by this disease," Dewbre said, "and Joyce has been tireless in fighting it. If you're involved in the community at all, you don't already know people who have been affected, or you will."

When the same TV station did a story on King's hot pink boots last week, women began asking if they could get a pair. King and Dewbre think they are on to something, and now are working to make the pink boot a symbol of breast cancer awareness.

To get "Give Cancer the Boot" started, throughout October 2008 Wild Bill's will donate a percentage of the price of the men's and women's boots to the cancer charity of the customer's choosing - 20 percent for custom-made boots and 10 percent on all ready made boots. Customers must request the donation.

Dewbre said he will continue to donate a portion of the price of pink custom-made boots after Breast Cancer Awareness Month is over at the end of October. "We think this is a unique way of helping to create cancer awareness year-around, so we're glad to do what we can," Dewbre said.

Wild Bill's offers a full line of authentic Western wear - jeans, belts, dusters, jewelry - but the real calling card is hand-made, custom-fitted boots. Boots from Wild Bill's adorn the feet of cowboys, CEOs and rock stars alike. Elton John, Eric Clapton, Bruce Willis, Sylvester Stallone and Arnold Schwarzenegger wear them proudly.

About Wild Bill's
Wild Bill's Western Store is a Dallas institution and a landmark in the historic West End for more than 30 years. Wild Bill's offers the finest in authentic Western products, including steam-fitted hats, hand-made boots, belts, jewelry, ladies' and men's apparel in a colorful Old West atmosphere. For more information, visit our Website, http://www.wildbillswestern.com.


Bill Dewbre


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