Lee National Denim Day Kicks Off Breast Cancer Awareness Month to Help Raise Millions for Research and Support

MERRIAM, Kan., Oct. 7, 2011 /PRNewswire/ -- Lee National Denim Day Ambassador Mike Rowe is encouraging thousands of people today to raise awareness and funds for breast cancer research and support. It's all part of Lee National Denim Day, one of the nation's largest single-day fundraisers for breast cancer, which kicks off Breast Cancer Awareness Month today with Denim Day events throughout the country. Since its inception in 1996, the program has raised more than $83 million to fight breast cancer. Proceeds from Lee National Denim Day benefit the Women's Cancer Programs of the Entertainment Industry Foundation (EIF) , which provide funds to advance treatment research, early detection methods, and support community programs that assist the millions of women and their families at risk of or affected by cancer.

(Photo:  http://photos.prnewswire.com/prnh/20111007/CG82427A)

Leading the effort is Mike Rowe, creator, executive producer and host of Discovery Channel's Emmy®-nominated show, "Dirty Jobs with Mike Rowe," who serves as this year's celebrity ambassador. Rowe has a strong personal connection to the cause as his mother, Peggy Rowe, was diagnosed with breast cancer 14 years ago. During her battle with the disease, Peggy sought emotional and social support, like that provided by The Cancer Support Community, a key beneficiary of Lee National Denim Day.

"My mom beat breast cancer, but she had a lot of help and a lot of support along the way," said Rowe. "She's never forgotten that, and neither have I. Working with her to raise money for this cause has been a blast, even though she continues to steal the spotlight and upstage me at every turn."

Money raised through Lee National Denim Day will help the Women's Cancer Programs of the Entertainment Industry Foundation to fund:

• Lee Translational Laboratories, a collaboration of six of the nation's leading research institutions to find less toxic, more effective treatments
• The EIF Breast Biomarker Discovery Project, a multi-year effort led by world-class scientists to develop a blood test for early detection of breast cancer when survival rates are the highest
• The Cancer Support Community, an international non-profit dedicated to providing support, education and hope to people impacted by cancer

"The Women's Cancer Programs of EIF were created in an effort to bring together some of the very best scientists and institutions in the country to collaborate on groundbreaking research projects," said Lisa Paulsen, President and CEO of EIF. "We are so grateful to Lee Jeans for its commitment to this amazing program and to our dedicated ambassador Mike Rowe and his mother for giving so much of their time to bring attention to these programs."

"We're thrilled to be a part of Lee National Denim Day again this year," says Kim Thiboldeaux, President and CEO of the Cancer Support Community. "Through the funds raised by Denim Day, CSC and its affiliates across the country, including The Wellness Community and Gilda's Clubs, will continue to serve all people affected by cancer."

While groups nationwide celebrate Denim Day in their hometowns today, Rowe joins Lee Jeans in Kansas City for a public celebration to kick off National Breast Cancer Awareness Month and to encourage people to donate the amount of money they would spend on a pair of jeans to the cause.

"Instead of asking people to buy a pair of Lee Jeans, we're asking them to donate the money they would have spent to help support breast cancer research," said Liz Cahill, VP of Marketing and Communications at Lee Jeans. "At Lee, we couldn't be more proud of this program that brings people together each year and really proves there's power in numbers."

Though the official Lee National Denim Day takes place today, it's not too late to plan your own Denim Day. Registration is still open on Denimday.com and donations will be accepted through December 31, 2011 for this year's campaign.

About Lee Jeans

Lee® Jeans is a division of VF Corporation. (NYSE: VFC). Headquartered in Merriam, Kan., Lee manufactures and markets brand denim, casual pants, shirts, fleece and knit apparel. A brand committed to the community, Lee Jeans founded Lee National Denim Day®, one of the largest single-day fundraisers for breast cancer. For more information about Lee, visit www.lee.com.

About EIF and its Women's Cancer Programs

The Entertainment Industry Foundation (EIF), as a leading charitable organization of the entertainment industry, has distributed hundreds of millions of dollars to support charitable initiatives addressing critical health, education and social issues.

Through its Women's Cancer Programs, the Entertainment Industry Foundation is committed to saving lives by raising awareness about the importance of early detection of breast and reproductive cancers, providing funds to advance treatment research, early detection methods, and supporting community programs that assist the millions of women and their families at risk of or affected by cancer.

EIF has a remarkable track record in raising awareness and funds in the fight against cancer.  EIF's funding strategy is results-driven, bringing together some of the very best scientists and institutions in the country to collaborate in groundbreaking research projects to fast-track better prevention methods and improved therapies for treatment of breast and other women's cancers. EIF grants have helped accelerate research that has contributed to the development of a breakthrough gene treatment called Herceptin®, the first successful drug that seeks out a particular gene found in one of three cases of the most aggressive form of breast cancer. EIF grants have also supported other state-of-the-art therapies bringing new and innovative treatment approaches to breast cancer worldwide.

For questions about EIF's Women's Cancer Programs and information about breast cancer, visit eifoundation.org or call 800-426-0010.

About Cancer Support Community

The Cancer Support Community is an international non-profit dedicated to providing support, education and hope to people affected by cancer. Likely the largest professionally-led network of cancer support worldwide, the organization delivers a comprehensive menu of personalized and essential services. These support services are available through a network of community-based centers, hospitals, community oncology practices and online, so that no one has to face cancer alone. For more information, visit www.cancersupportcommunity.org or call 888-793-9355.

In July 2009, The Wellness Community and Gilda's Club Worldwide joined forces to become the Cancer Support Community. By helping to complete the cancer care plan, CSC optimizes patient care by providing essential, but often overlooked, services including support groups, counseling, education and healthy lifestyle programs. Today, CSC provides the highest quality emotional and social support through a network of more than 50 local affiliates, 100 satellite locations and online.

Media Contacts:
Brooke Fairchild, 816.423.6072, [email protected]
Chase Wagner, 816.423.6047, [email protected]

SOURCE Lee Jeans