NEW YORK — DuPont Lycra has signed a deal to become the first global sponsor of the Council of Fashion Designers of America’s Fashion Targets Breast Cancer Initiative, a move that is expected to help expand the fund-raising initiative into other countries like China and Japan.
The eight-year-old program has raised nearly $20 million worldwide for clinical research and breast cancer patient support and has grown significantly since Saks Fifth Avenue became its exclusive retail partner in the U.S. in 1999. The program, with its distinctive bull’s eye logo marketed on T-shirts and other products, has been produced in six countries, including Australia, Brazil, Canada, Greece and the U.K.
With Lycra’s sponsorship, organizers expect the CFDA Foundation will expand into Japan and China later in the year, said Tony Staffieri, executive producer of FTBC, who is also president of Savvy Partners, a public relations firm here, noting that the initiative has quickly grown in each of its existing markets. For example, in Greece, where the program was launched a year ago, FTBC has sold more than 20,000 T-shirts and raised $150,000, he said.
Peter Arnold, executive director of the CFDA, added, “When we were considering candidates for the first Fashion Targets Breast Cancer worldwide sponsorship, we wanted to partner with a company that had a recognized commitment to fashion and which also understood branding, merchandising and the need to connect FTBC to fashion designers around the world.””