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For the nearly one in eight women in the US who will develop invasive breast cancer at some point in their lives, having a mastectomy as part of their treatment or preventative care plan is inevitable. Now, Athleta is helping ease post-surgery life (and style) a bit with its brand-new sports bra catered to women who have gone under the knife.
The Empower Bra, launching this fall, will have a zip-front closure and material that is specifically designed for sensitive scar tissue. It will also have pockets that expand and adjust to make room for post-surgery implants if needed and moveable straps to achieve a perfect fit.
The bra is part of Athleta’s Power of She campaign, which is all about women lifting one another up. Sheila Shekar, Athleta’s senior director of brand marketing, said in statement, “Women were telling us that they’d been using Athleta bras as a post-mastectomy sports bra, but they couldn’t find a truly perfect option in the marketplace. We started to realize this was an underserved need.”
The Empower Bra will launch on September 25 and will retail for $54. Twelve percent of the proceeds will be donated to Recovery on Water, a Chicago-based rowing club for breast cancer survivors.
The sportswear brand will also release a Power of She bra for women who haven’t had mastectomies but would like to support the cause, and 12 percent of the proceeds will be donated to ROW as well.
Breast cancer is important to so many women in our community, whether they’ve experienced it themselves or someone they know has had it,” Shekar said. “Our mission as a brand is to inspire an active community of women and girls to reach their limitless potential through an active, healthy life.”
What do you think of the new Athleta bra? Tell us @BritandCo!
(Photos via Athleta)
