Fruity Booty Raises Awareness for Breast Cancer With New Campaign

As we approach the tail end of Breast Cancer Awareness Month, London-based lingerie label Fruity Booty is sharing an important reminder. Launching a limited-edition T-shirt, the conscious new drop remixes the brand's signature "Jugs Tee" in pink, encouraging people to care for their health by regularly checking their breasts.

The cotton V-neck shirt arrives in bubblegum pink with two images of decorative jugs printed on the chest. A "Jugs Tee" label is also stitched onto the back collar in white and red. To launch the T-shirt, the brand put out a campaign featuring mother-daughter duo Alex and Freya. Alex, a breast cancer survivor, opened up about her own experience and the importance of regular check-ups.

All of Fruity Booty's bras come with a special CoppaFeel! label – a charity dedicated to raising awareness for breast cancer and teaching people the correct way to check their breasts for any health concerns and abnormalities. Preventative care is at the forefront of the charity's cause, and for Breast Cancer Awareness Month, 10% of every "Jugs Tee" purchase, as well as all lingerie sales, will go to CoppaFeel! to raise funds for their mission.

The limited-edition "Jugs Tee" is available for purchase now on the Fruity Booty website.

In other news, Mahila Intimates released a short film for its new collection.

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