WESTPORT, Conn., Oct. 16, 2021 /PRNewswire-PRWeb/ -- In support of Breast Cancer Awareness Month, Primark is launching its first collection of leisure, nightwear, underwear and accessories designed and developed for those who have experienced breast cancer and undergone breast surgery. The collection was modeled by women who have experienced breast cancer and supported by a new awareness campaign running across select Primark stores in October. The 22-piece collection is available in selected Primark stores now with prices starting from $4.50. In the US this collection will be available at Primark stores in Boston DTX, Danbury, King of Prussia, Staten Island, and Brooklyn.
The new collection has been informed by focus groups with cancer patients and oncology nurses to trial and test the products. The resulting collection has a focus on comfort and style and is designed to allow for ease of dressing post-surgery, with fabrics which are noted for their cooling qualities and soft touch. The range also features a selection of items made with recycled or sustainable cotton and recycled polyester as part of the Primark Cares label.
Alongside the bras, the collection features lingerie, slippers, women's jersey tees, sweats and cosmetic bags in a mauve and soft pink color palette. The new collection has been modeled by four women who have experienced breast cancer and these images will feature in a number of Primark stores throughout the month.
Primark Group Product Director, Paula Dumont Lopez said: "Cancer touches the lives of so many of us, so we're pleased to be able to get behind Breast Cancer Awareness Month. We're really proud of this new collection which has been informed by women who have experienced breast cancer and so combines practical elements without compromising on style and, crucially, is affordable for everyone. We also know how important early detection is, so we are using our stores and our online channels to help people in being breast aware."
Frances Warbuton, one of the models featured in the new campaign commented: "It's wonderful that Primark is doing post-surgery underwear. It just makes things simple for us and makes things feel normal. It's a wonderful thing. The new underwear range is a fantastic idea. It's practical but comfortable and makes it easier for facing everyday life. A lot of thought has gone into the design and material making the underwear feel supportive and luxurious."
Primark has long been supportive of breast cancer initiatives having donated £250,000 globally to support breast cancer charities. In the US Primark has partnered with Pink Aid. Pink Aid's mission is to help underserved breast cancer patients survive treatment with support and dignity, to provide screening and financial assistance to those in need, and to empower breast cancer survivors to heal by helping and inspiring others.
About Primark:
Primark is an international retailer that offers customers the latest fashion, beauty and homeware at great value prices. Founded in Ireland in 1969 under the Penneys brand, Primark today has 399 stores across 14 countries in Europe and North America and employs more than 70,000 people. Primark is working to make more sustainable fashion affordable for everyone and is focused on giving clothing a longer life, protecting life on the planet and improving the lives of people who make Primark products. As part of this it has unveiled a series of commitments it is working to achieve by 2030. These include making all its clothes from recycled or more sustainably sourced materials, ensuring all clothing is recyclable by design, halving carbon emissions across the value chain, removing single-use plastic and pursuing a living wage for workers in the supply chain. You can find out about these commitments and more at primark.com.
About Pink Aid:
Pink Aid was founded in Connecticut in 2011 to help women in underserved communities survive breast cancer treatment with support and dignity, provide screening to women in financial need, and empower breast cancer survivors to heal by helping and inspiring others. Pink Aid grants support diagnostic testing, recovery & wellness programs, as well as outreach and education initiatives in Connecticut and on Long Island.
Pink Aid's Pink Purse Program provides direct emergency financial assistance to breast cancer patients in need undergoing treatment. Pink Purse funds pay for expenses like rent, mortgage, utilities, childcare, food and other essential needs. Since the Pink Purse Program began in 2015, over 1,800 breast cancer patients have received emergency financial assistance approaching more than $1,000,000 in paid bills usually within 48 hours. During the pandemic, Pink Aid expanded its Pink Purse Program nationally and has since received applications from 30 states. Learn more at pinkaid.org.
Media Contact
Jean Lepore, Pink Aid, +1 (203) 912-1914, [email protected]
Julia Rosenthal, Primark, 857.330.9930, [email protected]
SOURCE Pink Aid
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