• Fashion with Life-Saving Purpose
• Art Meets Awareness: Wearable Cancer Education
• Community Impact: Local Manufacturing, Global Message
• Fashion Forward: Redefining Beauty Standards

Conscious fashion is one of the biggest worldwide trends right now. Through intention and mindfulness, it is shifting the fashion narrative significantly. It thinks beyond setting trends, making profits and serving looks in favour of saving lives along the way. It offers an alternative to fast fashion and refers to garments that are manufactured with a focus on the triple bottom line, prioritising sustainability of people and the planet, as well as profitability.

Check Know Prevent: Breast Cancer Awareness

“Check Know Prevent” is the perfect example of conscious fashion aligning with the philosophy of early detection saving lives. It features thoughtfully designed bras that convey the breast cancer message. Did you know breast cancer will affect 1 in 8 South African women? It affects everyone regardless of gender, age, race or class. Breast cancer does not discriminate. Breast cancer is the most common form of cancer world-wide and Check Know Prevent, a South African NPO, believes it’s never too early to start educating young women. Research shows that breast cancer is targeting more young women than ever and is predicted to rise by 78% in South Africa by 2030.

CKP Bras: Fashion with Life-Saving Purpose

Jenny De Oliveira, founder and operations director of CKP, comes from an advertising and marketing background, and understands what will be most impactful in the market. She conceived the plan to convey the CKP message via a bra, an item worn daily by many women.

The CKP bras are world-first, high quality bras with a purpose and a benefit, designed by Di Schonegevel, a specialist in undergarment construction, and manufactured in South Africa. Brand designer for renowned bra manufacturing companies such as Jockey, Schonegevel designed the Velisa Sports Bra as a constant reminder for women to self-examine and check their breasts regularly. The bras are multifunctional and come in a range of colours and fabric options. They can either be worn as a supportive sports bra or as a tank top, with removable padding. The inner lining contains advice on how to check, know and prevent breast cancer, reminding women to check regularly, starting at a young age. CKP is also currently adapting a design for women who have undergone mastectomies.

Inspiring Brand Ambassadors: Voices of Survival

The main aim of CKP is to save lives through early-stage detection, changing the behaviour and stigma around breast cancer and empowering women to live healthy lives. CKP has a legacy of brand ambassadors across various age groups and demographics, starting with the late Velisa Sishuba who was a journalism and media studies student at Rhodes University, and includes Fortunate Twala, Pauline Basera and Annika Wium.

Velisa was first diagnosed with Angiosarcoma of the breast, a rare cancer which grows in the blood vessels and can spread to anywhere in the body, at the age of 17. She devastatingly passed away at the age of 22 in 2020.

Fortunate is a successful entrepreneur and businesswoman and has founded two NPO’s. She won the 2019 Mrs Commonwealth SA Pageant and is a public speaker and rainmaker. Fortunate believes in empowering women and promoting early detection of breast cancer to save lives.

Pauline is a breast cancer survivor, outreach communicator, and spokesperson at school wellness programmes. She has had two lumps removed. Pauline has a degree in nutrition and supports her family as an uber driver.

Annika, an intern at a communications agency, became a brand ambassador after the passing of her best friend, Velisa. Losing her best friend at such a young age put many things into perspective for her and reminded Annika of what is most important in life.

Art Meets Awareness: Wearable Cancer Education

Jana Aspeling, a well-established artist, specialising in floral designs, collaborated with CKP, combining her artistic skills with CKP’s mission. The two fitness bralettes, Aurora and Pandora, convey the message of breast cancer awareness, showing that when art is combined with a cause, it can make a powerful positive impact. Through this collaboration, Jana hopes “to use these wearable art pieces to draw attention to the message of early detection of breast cancer. By designing colourful and beautiful garments, I aim to shift the perception of breast cancer from a solely depressing outlook to one of hope and growth,” she says.

Community Impact: Local Manufacturing, Global Message

CKP is passionate about supporting local communities and industries. Because of the lack of bra manufacturing companies in South Africa, CKP trained women at a small CFT business to manufacture their bras, thereby upskilling women and providing local employment. CKP uses their waste fabric to make their prostheses. The NPO also conducts a school support programme, visiting schools in underprivileged communities to dispel the myth that breast cancer only affects older women. Learners have the option to get their breasts checked by trained professionals and are highly encouraged to do so. “Our school program, which launched in 2023, has already made a significant impact. To date, we have handed out 1,053 bras, thanks to the support from bra sales and generous contributions from corporations such as Virtual Resource and Lagoona,” says  Jenny De Oliveira.

For every five bras sold, CKP donates one to a Grade 11 or 12 learner in need.

Fashion Forward: Redefining Beauty Standards

Check Know Prevent is not just another breast cancer awareness NPO. It knows its audience intimately. Blending style with social messages not only shifts the culture of beauty standards, but sheds light on women’s struggles, and the pain that many have to endure. In the face of uncertainty, the rising generation is embracing deep, authentic fashion narratives, leaving behind superficial allure and outdated beauty ideals that no longer resonate with modern values and have become tedious relics of the past. By shedding light on breast cancer, Check Know Prevent is helping to save lives one bra at a time, proving the profound impact of fashion with a cause.