Breakthrough Breast Cancer's popular Fashion Targets Breast Cancer fundraising campaign, which raises money through sales of special T-shirts and pin badges, has beaten all expectations in its first year as an annual event.
In the first four weeks of the campaign, T-shirt sales reached a record 57,000, more than were sold in the whole of last year.
The charity attributes the success of this year's campaign to renewed corporate support, particularly from high-street retailer River Island, which has ordered thousands of T-shirts to be sold through its web site and 200 UK stores.
"The response to this year's Fashion Targets Breast Cancer campaign has been phenomenal," said Peter Reynolds, director of fundraising and marketing at Breakthrough Breast Cancer.
This year, to coincide with the campaign going annual, the T-shirts are black for the first time. The new look appealed to River Island, which made an initial order that was more than the total number of garments it sold last year.