Today marks the launch of the eighth, and most ambitious, Tees for a Cure campaign by Breast Cancer Cure (BCC), a charitable initiative that’s proven fashion is far more than skin deep.
The goal? To sell 3,600 T-shirts, each representing one of the 3,600 New Zealanders diagnosed with breast cancer every year. The mission? To fund transformative, locally led breast cancer research that can save lives across Aotearoa. The method? Harnessing the creative force of New Zealand fashion.
Seventeen of the country’s most beloved designers including Karen Walker, Trelise Cooper, Moochi, NOM*d, Kathryn Wilson, Kowtow, and more – have each contributed unique T-shirt designs, with deeply personal stories woven into every stitch. From Federation’s bow design by Jenny Joblin, created in memory of her late mother, to Karen Walker’s revival of her 2001 chrysanthemum artwork, these designs serve as wearable reminders of both creativity and community.
While the 2024 campaign is the largest yet, Tees for a Cure is no passing trend. In fact, fashion has long been the conduit through which BCC connects with Kiwi women, a strategy rooted in more than just aesthetic appeal.
“Fashion is a universal language,” says Sonja de Mari, CEO of Breast Cancer Cure. “For our charity, it’s the vehicle that unites our community to make a difference.”
Since the initiative’s 2021 relaunch, the campaign has helped fund 12 new breast cancer research projects, and the hope is that this year’s drop will add three more. But the significance of fashion in this space goes deeper than dollars.
“We believe that research developed within New Zealand will lead to more precise prevention, earlier and more accurate diagnosis, tailored therapies, and better and more equitable outcomes for all Kiwis affected by this disease,” says de Mari.
Tees for a Cure is part of a wider series of fashion-led fundraising events called Fashion for a Cure, a long-standing nationwide tour that brings together fashion, storytelling, and philanthropy in a way few other events can.
“This isn’t just about selling T-shirts,” says de Mari. “It’s about momentum. The creative energy from these collaborations keeps our mission alive season after season. Fashion provides a joyful, colourful, inspirational vehicle for our charity to deliver on its purpose.”
The campaign also acts as a vital awareness tool, especially when it comes to the importance of early detection. Breast cancer researcher Annette Lasham emphasises that routine screening dramatically improves outcomes – with 9 out of 10 women surviving at least 10 years if their cancer is found through screening, compared to 7 or 8 when discovered after symptoms appear.
Beyond the designs and the data lies something harder to quantify but just as powerful: cultural impact. Fashion may be ever-changing, but the statement made by Tees for a Cure – that we can use beauty, art, and community to fight disease – is timeless.
This isn’t just fashion with a message. It’s fashion with momentum. And that momentum is saving lives.
Tees for a Cure are available to purchase now at breastcancercure.org.nz
Styles range from $59 to $99, available for men and women.