For 20 years, Ann Taylor and LOFT have championed breast cancer research, raising over $62 million for the Breast Cancer Research Foundation (BCRF). In 2024, their parent company, KnitWell Group, united all eight of its iconic brands and 20 million customers for a groundbreaking philanthropic campaign: the “Sisterhood of Strength.”
KnitWell Group, home to Ann Taylor, Chico’s, Haven Well Within, Lane Bryant, LOFT, Soma, Talbots, and White House Black Market, launched this campaign featuring digital storytelling and in-store imagery of 20 breast cancer thrivers. These women, from diverse backgrounds, share a powerful bond through their experiences with breast cancer, showcasing resilience and strength.
This initiative comes at a crucial time, as breast cancer rates rise among younger women in the U.S., with one in eight diagnosed in their lifetime.
The campaign fuels the KnitWell Group Fund for Breast Cancer Prevention, supporting BCRF researchers focused on risk assessment, early detection, and reducing racial disparities in treatment and outcomes.
KnitWell’s 2024 Sisterhood of Strength campaign featured powerful digital storytelling and in-store imagery of 20 breast cancer thrivers, who represent the unrelenting reach of breast cancer. They are women from across the country, spanning ages, backgrounds, and experiences. And yet, their shared journey with breast cancer connects them in a sisterhood unlike any other, one touched by a life-threatening disease that undeniably revealed their capacity for resilience.
In Fall 2024, customers could donate in store and online, as well as purchase brand-specific Cares Cards that not only raised crucial funds for BCRF but also offer a discount on their purchases. Select KnitWell retailers sold additional BCRF-supporting merchandise, hosted “Shop for a Cause” events with a percentage of the day’s sales benefitting the Foundation, and matched customer donations made on Pink Day, October 5, in store and online.
This extraordinary campaign raised over $6.8 million, which will support the KnitWell Group Fund in Support of Breast Cancer Prevention. The Fund supports BCRF investigators who are innovating breast cancer risk assessment and reduction, improving early detection and screening, and reducing life-threatening racial disparities in screening, treatment, and outcomes.
