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Buzz: Brand Initiatives for Breast Cancer Awareness

Ribbon Special
Philanthropic footwear company Scheé released the Shine Bright collection by Caitlyn Hess, and 5 percent of sales from the shoes will be donated to the Bright Pink foundation, which promotes prevention and early detection of breast cancer in young women. The Giuliana pump — the signature heel in the collection (above) — is handcrafted in Italy and features a double heel covered in pink Swarovski crystals that resembles the signature breast cancer ribbon. The shoes are available in champagne, black and, of course, pink. Styles from the Shine Bright collection retail for $1,995 and are sold at Fred Segal in Los Angeles, at all Gregory’s locations and online at Schee.com.

Flats for Good

Flat Out of Heels will donate 20 percent of October sales from its pink foldable flats style, which retails for $20, directly to a breast cancer patient. The recipient will be chosen from a pool nominated by the brand’s social media followers. “I want to help and impact a woman who is dealing with breast cancer now,” said Flat Out of Heels owner Dawn Dickson. “Often, these women are out of work or not feeling well and may need assistance with bills, medication [and other expenses].” She added that her goal is to eventually expand the project into a year-round initiative. Flat Out of Heels shoes are available on the label’s e-commerce site, as well as at specialty boutiques and branded vending machines in select airports and nightclubs.

On Pointe

Hush Puppies has partnered with the National Breast Cancer Foundation to launch a 3,000-pair, limited-edition pink Chaste Ballet shoe. The lightweight style, retailing for $79, will be available on Hushpuppies.com, as well as at key retail partners throughout October. In addition, the Rockford, Mich.-based brand will donate $10,000 to the nonprofit organization. “Anyone who wears our Chaste Ballet will be an ambassador for this incredibly important cause,” said Shannon Kennedy, U.S. marketing manager at Hush Puppies.

Pink Power

Irvine, Calif.-based Asics America has re-teamed with TV star Christina Applegate’s Right Action for Women foundation for its second collection in breast cancer awareness pink. The collection, including the $100 GT-1000T PR running shoe for women (below) and the $65 GT-1000 GS2 PR shoe for kids, will be available at Asics retailers throughout October. The brand plans to donate between $100,000 and $125,000 to the Right Action Foundation, from the collection’s proceeds.

Flip Side
Tkees is adding a pop of pink. The Canadian brand teamed up with Calypso St. Barth to craft an exclusive flip-flop style, the Harmony, which features a two-tone pink strap and will retail for $50 at Calypso shops and online. And during the month of October, half of sales from the Harmony will be donated to the Breast Cancer Research Foundation.

Helping Hands
FitFlop is joining the breast cancer awareness movement with its Pink on Your Feet campaign, running throughout October. As part of the initiative, proceeds from the sale of its Supersneaker Mid in hot-pink suede on Fitflop.com will go to the Breast Cancer Research Foundation. A minimum of $100 per pair will be donated (the style retails for $165). The company also plans to donate 10 percent of the purchase price of each pair of FitFlop shoes sold on its website in the colors punch pink, framboise and hibiscus.

Key Club
Aquatalia Group designed a flat for National Breast Cancer Awareness Month, and a portion of sales from that shoe, available in black and pink, will benefit the Louisiana Cancer Research Foundation. Aquatalia founder and creative director Marvin Krasnow also will travel to New Orleans to attend Saks Fifth Avenue’s Key to the Cure event in October. The shoe, which is exclusive to Saks, retails for $398. Aquatalia’s fashion director, Rena Krasnow, said the cause hit home for her team. “As a businesswoman and the mother of two daughters, women’s issues are important to me,” she added. “I’ve [also] had many dear friends and family affected by breast cancer. It is a cause close to my heart.”

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