The early 2000s nostalgia wave has significantly boosted the Keep A Breast Foundation (KAB), with its 'i love boobies!' campaign merchandise experiencing a remarkable sales increase. This resurgence not only highlights the cultural revival of Y2K aesthetics but also underscores the enduring appeal and impact of KAB's mission to promote breast cancer early detection and prevention.
Partnering with Zumiez, a key action sports and streetwear retailer, KAB witnessed an 85% wholesale growth from 2022 to 2023, with the collaboration generating $1.3 million in 2024 alone. The foundation's direct-to-consumer sales also saw a substantial rise, grossing over $86,000 between July 2023 and April 2025 through its online storefront. These figures reflect the powerful combination of nostalgia-driven retail trends and the growing consumer preference for brands with a purpose.
KAB's merchandise, ranging from bracelets to t-shirts, serves a dual purpose: tapping into the Y2K trend while educating new audiences on breast cancer prevention. The foundation's Keep A Breast App, which guides users on performing self-exams, has gained nearly 21,000 new users directly from retail partnerships, showcasing the tangible impact of KAB's strategy.
Collaborations with brands like Blenders Eyewear, PSD, DIXXON, and Slushcult have further amplified KAB's reach and fundraising efforts. These partnerships have not only contributed significant funds to the foundation but also embedded breast health education into the consumer experience, linking commerce with critical health advocacy.
As KAB celebrates its 25th anniversary, the foundation is expanding its ecommerce platforms and exploring new international retail opportunities. The recent success at the Vans Warped Tour, with over $25,000 in merchandise sales, highlights the ongoing relevance and appeal of KAB's message. The foundation's ability to merge cultural trends with a vital health mission continues to drive its growth, proving that fashion and philanthropy can go hand in hand to create meaningful change.
