THREADS OF LOVE
OCTOBER 2011 - As part of the brand's corporate social responsibility promise to promote humanitarian causes, CHARLES & KEITH has specially designed and produced the first ever line of Love t-shirt to raise awareness for breast cancer.
The limited edition t-shirt is centred on the concept of love and support given to the people affected by breast cancer, especially for fellow females. Classic and minimalistic in design, the scattered hearts are tinted in varied shades of pink; the colour representative of breast cancer and symbolic of femininity.
Breast cancer is the top most common cancer affecting Singaporean women. Every year, about 1,350 women are diagnosed with breast cancer and 313 women die from it. In support of Breast Cancer Foundation's mission to eradicate breast cancer as a life-threatening disease through raising awareness and encouraging women to regular screenings, CHARLES & KEITH will be donating part of the sale proceeds to the foundation.
Retailing at SGD30 at all CHARLES & KEITH stores in Singapore, the Love t-shirt is available in black colour and limited in quantity. The t-shirt comes in free size and is suited for casual wear.
The Love campaign is proudly supported and available in CHARLES & KEITH stores in China, Philippines, South Korea and West Malaysia.