Asos, the London-based online retailer, has teamed with the British charity CoppaFeel, which encourages young women to check for signs of breast cancer to avoid the disease being diagnosed in its late stages.

As of Wednesday, Asos will start rolling out CoppaFeel’s #BraHijack campaign labels in its own-brand lingerie, on products from bras to bodies. The label informs women that checking their breasts “could save your life,” and bears the eye-catching CoppaFeel logo. The label also directs the wearer to the charity’s Web site,, where women can find information on how to check their breasts. By the end of July, all Asos own-label bras sold globally will carry the label.

CoppaFeel launched its #BraHijack campaign in 2013, and Asos joins lingerie firms and retailers including Curvy Kate, Gossard and in carrying the labels.

Kris Hallenga, chief executive officer of CoppaFeel, who was diagnosed with stage four breast cancer in 2009, at the age of 23, commented: “It’s awesome Asos [has] committed to #BraHijack. Their reach to young people is amazing and it’s a dream to work with them,” she said.

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