The resurgence of early 2000s nostalgia has played a pivotal role in the Keep A Breast Foundation's (KAB) recent success, particularly through its iconic 'i love boobies!' campaign. This trend has not only revitalized interest in KAB's merchandise but has also significantly contributed to the foundation's mission of breast cancer awareness. A partnership with Zumiez has been especially fruitful, resulting in an 85% wholesale growth from 2022 to 2023 and an additional 8% increase into 2024, generating $1.3 million. The foundation's direct-to-consumer strategy has also seen remarkable success, with over $86,000 grossed from July 2023 to April 2025 via its new online storefront.
KAB's merchandise, including bracelets and t-shirts, leverages Y2K nostalgia while serving as a powerful tool for awareness, driving nearly 21,000 new users to its free Keep A Breast App. Collaborations with brands like Blenders Eyewear, PSD, DIXXON, Seager, and Slushcult have further extended KAB's reach, contributing hundreds of thousands in donations and witnessing 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 value of genuine purpose in retail partnerships. Melissa George of Zumiez pointed to the strong customer connection with KAB's cause, illustrated by the sale of over 200,000 bracelets in a single year.
Expanding its presence on platforms like Shopify, Amazon, TikTok, and Instagram, and marking 25 years of advocacy, KAB continues to innovate at the intersection of commerce and education. Upcoming collaborations and participation in events like the Vans Warped Tour demonstrate KAB's dedication to engaging younger audiences in breast cancer prevention, showcasing how fashion and philanthropy can effectively combine for a greater cause.
