Keep A Breast Foundation Rides Y2K Nostalgia Wave to Boost Breast Cancer Awareness

The Keep A Breast Foundation (KAB) has harnessed the power of early 2000s nostalgia to significantly impact its mission of breast cancer awareness and prevention. Through its iconic 'i love boobies!' campaign and partnerships with retailers like Zumiez, KAB has seen an 85% wholesale growth from 2022 to 2023, with an additional 8% increase into 2024, raising $1.3 million from this collaboration alone. The foundation's direct-to-consumer strategy has also proven successful, with over $86,000 generated from July 2023 to April 2025 through its new online storefront.

KAB's merchandise, including bracelets and t-shirts, not only capitalizes on Y2K nostalgia but also plays a crucial role in breast cancer awareness, attracting nearly 21,000 new users to its free Keep A Breast App. Collaborations with brands such as Blenders Eyewear, PSD, DIXXON, Seager, and Slushcult have further supported KAB's mission, contributing hundreds of thousands in donations and seeing products sell out within minutes. Shaney Jo Darden, KAB's Founder and Creative Officer, emphasized the alignment between the Y2K revival and the foundation's goals, highlighting the significance of genuine purpose in retail partnerships.

With expansions into digital platforms like Shopify, Amazon, TikTok, and Instagram, and marking 25 years of advocacy, KAB continues to innovate in combining commerce with education. The foundation's upcoming projects and involvement in events like the Vans Warped Tour demonstrate its dedication to reaching new audiences, showcasing how fashion and philanthropy can effectively unite for a cause.