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Details on Industry Insight.
Rusty Continues Spreading Awareness for Breast Cancer Awareness Month with
Keep A Breast Foundation Apparel Collection
'Boobies are So Rad' collab available at PacSun, Tilly's and other specialty retailers nationwide through the rest of October
Irvine, CA (October 14, 2011) - Rusty North America, an iconic youth brand with its roots firmly planted in the pursuit of the surfing lifestyle, has been recognizing Breast Cancer Awareness Month by partnering with Keep A Breast Foundation™ (KAB) on an exclusive apparel collection through the month of October.
On shelves now at Pacsun, Tilly's and other specialty retailers around the country, the Rusty and Keep A Breast collaboration features limited-edition men's and junior's tees, along with the popular MP3-compatible Wired Series fleece. The collection's tagline, "Boobies are So R.AD" plays on the recent line launched by Rusty, So R.AD, and Keep a Breast Foundation's "I love Boobies" campaign. Prices range from $24-69.50.
For every unit sold of the Rusty-Keep A Breast collection, Rusty has donated $1 to the organization, which advocates for breast cancer awareness and education programs. Rusty is promoting the KAB collaboration with advertising in leading action sports publications and on www.rusty.com, which has been decorated in pink during October.
"We wanted to do this collection to help Keep A Breast expand their mission of educating young people about breast cancer, early detection and awareness," said Charlie Setzler, President of Rusty North America. "Everyone at Rusty supports Keep A Breast, so we decided to lend our apparel and marketing efforts to help them reach the important youth audience."
The campaign also features a unique Twitter competition, where fans, using the #boobiesaresorad handle, explain why they love boobies. The best responses, written or in video form, will win 'Boobies are So R.AD' merchandise.
The art for the Junior's styles was created by Rusty ambassador and athlete, Karlee Mackie. All of the Junior's styles will be accompanied with a separate hangtag featuring a bio about Karlee and her endeavors.
For more information about Rusty apparel, athletes and events, please visit www.rusty.com.
Founded in 1985 by iconic surfboard shaper, Rusty Preisendorfer, Rusty is a brand with its roots firmly planted in the pursuit of the surfing lifestyle. Known worldwide for its top-quality, progressive product and distinct R-dot logo, Rusty features an apparel mix for men and women that includes boardshorts, hoodies, tees, knits, dresses and accessories. Inspired by surf, art, music and design, Rusty is sold by leading youth sportswear retailers and core surf shops worldwide. La Jolla Group, Inc., the world's premier apparel licensing company, holds the license for Rusty North America and is based in Irvine, CA. For more information, visit www.rusty.com.
The Keep A Breast Foundation™ is a 501 (c) (3) non-profit organization. Our mission is to help eradicate breast cancer by exposing young people to methods of prevention, early detection and support. Through art events, educational programs and fundraising efforts, we seek to increase breast cancer awareness among young people so they are better equipped to make choices and develop habits that will benefit their long-term health and well-being. www.keep-a-breast.org.