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Knix Wear and NYGHF Partner to Launch Limited Edition Evolution Bra to Raise Awareness and Funds for Breast Cancer Treatment at North York General

Knix Wear and North York General Foundation
Wednesday, October 5, 2016

Fifty per cent of sales from bras designed for breast cancer patients will be donated to North York General Foundation.

Munira, Lindsay, Anne, Judith and Anita pose with their chosen word to describe their breast cancer journey. All five women received treatment at North York General Hospital.

Knix Wear, an active intimates company, today announces the launch of five limited edition Evolution Bras as a part of a month long Breast Cancer Awareness and Funding Campaign. The limited edition Evolution Bras feature the same innovative 8-in-1 design and performance fabric technology as the beloved original Knix Wear bra, but the new design support North York General are only available for purchase for a limited time. The new designs are named after five breast cancer patients and feature a specific word chosen by each of the women printed on the bra, which describes their personal cancer journey.

  • The Anne Bra - Strength
  • The Lindsay Bra - Transform
  • The Judith Bra - Heart
  • The Anita Bra - Victory
  • The Munira Bra - Resilience

Fifty per cent of thesales from the limited edition designs will be donated to help North York General Hospital's BMO Breast Diagnostic Centre purchase a new breast biopsy table, allowing for clearer diagnostic results, far greater comfort and less radiation for patients. Knix Wear aims to raise $100,000 throughout the campaign. The campaign kicks off a year-long partnership, where every woman who undergoes a breast cancer related surgery at North York General will receive a Knix Wear gift card.

“As a company dedicated to creating garments for women that focus on empowerment and positivity, we are thrilled to have the opportunity to work with the North York General Foundation and share the stories of these five strong, incredible survivors,” said Joanna Griffiths, Chief Knixpert at Knix Wear. “Breast Cancer Awareness Month is a very important cause to our team and many of our customers. After we launched the Evolution Bra we heard from women that the bra is a perfect fit for people who have had breast-related surgeries, such as mastectomies, because of the lack of underwire. We could not be more thrilled to support this cause and introduce five new designs that not only embody the spirit of the survivors, but encourages all women to feel comfortable in their own skin.”

The women asked to represent the limited edition bra line are all incredibly beautiful people, both inside and out. They are perfect examples of strength, resilience, heart, victory and transformation. We wanted to capture and bring to life their experience through a single word – no easy task. This campaign will help us purchase a new breast biopsy table for our BMO Breast Diagnostic Centre. Since October is Breast Cancer Awareness month, we can’t think of a better time to launch this wonderful partnership with Knix Wear,” says Terry Pursell, President & CEO, North York General Foundation.

Knix Wear had more than 200 women, many of whom had experienced some form of breast-related surgery, try on the bra to perfect its fit during the initial development of the Evolution Bra. It was during these intimate moments in the start-ups downtown Toronto office that the connection was made between the Evolution Bra design and its suitability for women who had undergone a breast-related surgery.

“In addition to the bras, an important component of our campaign is sharing the unfiltered stories of each of the breast cancer patients who helped design the bras. We hope to inspire more women across the world to share their journey.” continued Griffiths.

The five limited edition Evolution Bra designs include all of the popular features that combat common complaints women have about bras. It features interchangeable straps that can be worn eight different ways and a patented bonded construction, which eliminates the need for underwire and moulds to the wearer’s body, while the four-way stretch reduces impact on the bust. The Evolution Bra evolves with the active woman throughout her day, seamlessly transitioning through every activity from the office to the gym.

The limited edition Evolution Bra designs for Breast Cancer Awareness Month are available in sizes 1-8, which fit women with bra sizes from 32A to 42DDD/E, catering to the needs of women of all shapes and sizes. The bra retails for $60 CAD and $30 from each purchase will be donated to North York General Hospital Foundation.

To find out more and to order a limited edition Evolution Bra in support of Breast Cancer Awareness Month, please visit www.knixwear.com.

About Knix Wear

Knix Wear is an active intimates company that merges performance, technology and design to knix the bad and make the good even better. Knix Wear’s mission is simple, to create the best active intimates on the planet, that empowers women to do more of what they love. Knix Wear’s 8-in-1 Evolution Bra holds the record for the most-funded fashion project in the history of crowdfunding with over $2M in product pre-sales. Their products have been featured in Women’s Health, Forbes, Fast Company, Redbook, The Wall Street Journal and hundreds of other media outlets are currently sold online at knixwear.com and in over 300 retail locations across North America.

About North York General Foundation

At North York General Foundation, we raise and responsibly steward the funds that enable North York General Hospital to deliver exceptional health care to our diverse communities. We support our hospital's most urgent needs to ensure that North York General has the right tools and equipment, while also raising funds for programs and infrastructure. Our community’s investments in NYGH will transform how our hospital delivers care to our growing community. With the support of our incredibly generous family of donors, North York General is Going Beyond Care.

The Knix Wear Evolution Bra with inscribed words is now available for purchase. Fifty per cent of the proceeds will go towards purchasing a new breast biopsy table for the BMO Breast Diagnostic Centre at North York General Hospital.