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'Live for Pink' campaign kicks off
22
Sep '11
High-style, low-price retailer DownEast Home & Clothing has announced the successful kick-off of its fourth annual “LIVE for Pink” sales event. Through October 16, 2011, customers can purchase special limited edition “LIVE for Pink” tees and DownEast will donate 50 percent of the sales – up to $25,000 – to Needs Beyond Medicine, a Utah-based organization that provides cancer education, access to screening and financial support for cancer patients.

Through its previous “LIVE for Pink” events in 2008, 2009 and 2010, DownEast has raised over $63,000 in honor of National Breast Cancer Awareness Month. The “LIVE for Pink” 2011 event officially began on September 12 and the company has already seen a significant response from customers – both in stores and online.

“In the first week alone, we've seen a very promising uptick in sales of the limited edition tees, which is exciting since we still have another several weeks in the campaign to go,” said Klane Murphy, CEO of DownEast. “Each year, we've been touched by the enthusiastic support of our customers.”

DownEast and its staff proactively support a variety of philanthropic causes year-round. Supporting breast cancer awareness is an especially important cause given its direct impact on the people behind DownEast and their families. Breast cancer survivors within the DownEast family include Llilli Murphy, wife of CEO Klane Murphy, and Claire Freedman, mother of company founders Jonathan, Bill and Charlie Freedman.

This past August, DownEast held a special “LIVE for Pink” photo shoot featuring 12 women whose lives were in some way touched by breast cancer. The women selected for the photo shoot responded to DownEast's first-ever open casting call for the campaign by writing a brief essay on how they were impacted by the disease.

According to Candy Friedli, director of Apparel for DownEast, “We received an amazing response from women of all backgrounds. One of the hardest – and most gratifying – things I've ever had to do in my job was to choose the finalists for the photo shoot. There were so many inspiring entries.”

A peek behind the photo shoot and a snapshot into the featured women's stories are available on the DownEast By Design blog. Throughout the month of September, the blog will continue to showcase their essays to help put a face with the disease.

Several DownEast staff members will also participate in other activities during National Breast Cancer Awareness Month, including the second annual Pink Half Marathon, which will take place in Park City, Utah, on Oct. 8.

DownEast Home & Clothing, a leader in stylish and affordable apparel, home furnishings and accessories, believes that shopping should be a fun, guilt-free experience. Founded in 1991 and still family-owned and operated, DownEast continues its goal of bringing customers the very best merchandise including modest clothing – from national brands to its own DownEast Basics apparel – at the very best prices.

DownEast Home & Clothing

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