The early 2000s nostalgia wave has brought a significant boost to the Keep A Breast Foundation (KAB), with its iconic ‘i love boobies!’ campaign seeing a resurgence in popularity. This revival has not only reignited brand momentum but also amplified the foundation’s mission of breast cancer early detection and prevention. Through strategic partnerships with retailers like Zumiez, KAB has witnessed an 85% surge in wholesale growth from 2022 to 2023, with the Zumiez collaboration alone generating $1.3 million in 2024.

KAB’s merchandise, ranging from classic bracelets to limited-edition designs, serves a dual purpose: tapping into the Y2K trend while promoting breast health education. The foundation’s direct-to-consumer channel has also flourished, grossing over $86,000 between July 2023 and April 2025. Notably, nearly 21,000 new users have been driven to the KAB App through retail partnerships, highlighting the merchandise’s role in health education.

Collaborations with brands like Blenders Eyewear, PSD, DIXXON, and Slushcult have further contributed to KAB’s success, with each partnership bringing in significant donations and sales. These collaborations underscore the foundation’s ability to blend cultural relevance with meaningful cause advocacy. For instance, DIXXON’s limited-edition flannels sold out within minutes, and Slushcult’s fingerboard collaboration resulted in a $10,000 donation.

Looking ahead, KAB is expanding its ecommerce infrastructure and exploring international retail opportunities, alongside celebrating its 25th anniversary with new collaborations and activations. The foundation’s recent success at the Vans Warped Tour, netting over $25,000 in merchandise sales, exemplifies the enduring appeal and impact of its mission. As KAB continues to leverage nostalgia and strategic partnerships, its message of breast cancer prevention reaches new audiences, proving that fashion and philanthropy can go hand in hand.

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