Twisted X Brands is going the extra mile where breast cancer is concerned. The company, known for its western boots and casual footwear, for the second year is promoting April as a companion to October as breast cancer awareness month.
The company partnered with Tough Enough To Wear Pink (TETWP) in 2015, offering several styles of footwear with the pink breast cancer ribbon on them. For each style sold, a portion of the sale goes to TETWP, which supports breast cancer research and care programs. To date, Twisted X has contributed $102,000 for the organization.
“As we put the agreement with TETWP together, we noticed how many other western brands were also doing products that benefitted the organization, and we thought, the western industry is comprised of about 150 million individuals, we could make a real impact here,” said Prasad Reddy, CEO of Twisted X. “We decided to claim a month of our own for the industry to band together to fight breast cancer, April became that month.”
In addition to highlighting the product offering in April, Twisted X plans to highlight a courageous story about an individual who has dealt with breast cancer every day during the months on social media to raise awareness and enable a broader understanding about what a breast cancer diagnoses entails. “By sharing the stories of these women and men, we put faces and experiences to breast cancer, and hopefully, along the way, educate people on prevention and frequent testing,” said Reddy.
The company has been joined at the retail level. Stores around the country are adding Twisted X product to their mix and hosting related in-store events. Related product retails from $70 to $215 for men, women and kids.
Other brands involved in the April event are American Hat Company, Hooey, Montan Silversmith, Purple Cowboy wine and Wrangler.