Press release
By Malene Birger x Støt Brysterne
31 August 2017

The fight against breast cancer is an issue for all women and the By Malene Birger team stands beside all the strong, powerful women dealing with breast cancer #keepbelieving.

This September, By Malene Birger has collaborated with breast cancer charity Støt Brysterne to create a T-shirt in support of women fighting the disease. All profits from the sale of each T-shirt will be donated to the charity, underlining By Malene Birger’s passionate support for the cause. With a largely female team, this issue is inevitably close to the hearts of many By Malene Birger employees and is one which has affected countless of our friends and families. The aim of the collaboration is to support both breast cancer sufferers and their relatives by helping to fund the magnificent outreach work co-ordinated by Støt Brysterne.

The key message promoted by the T-shirt is that both as individuals and as a community we must #keepbelieving and collectively do everything we can to support women going through breast cancer diagnosis and treatment. Dealing with the illness is a long and often drawn-out process with endless challenges to women’s everyday life, families and sense of confidence. But if we stand together and do what we can to bring breast cancer into focus, we can foster hope amongst afflicted families.

To further spread the word, By Malene Birger has enlisted the support of some of the brand’s most loyal ambassadors to help promote the campaign. Each of these 18 Danish influencers will act as the faces of this campaign, sharing the #keepbelieving message of hope to their individual audiences and posting an image of themselves wearing the T-shirt on social media this 1st September to kick start the campaign.

“There is no question that women are more powerful when they stand together,” explains Rina Hansen, Marketing & Omnichannel Director. “By Malene Birger believes that the collective efforts of our team, our amazing customers, our community of inspiring Danish influencers and of course the incredible work of Støt Brysterne, offers an expression of how Danes are working together to help fight breast cancer. We have no choice but to draw the subject into focus, simply because it affects too many of us to ignore. We hope to inspire a sense of togetherness in this fight. Cancer sufferers and their families are not in it alone. The message is crystal clear: #keepbelieving.”
- Rina Hansen, Marketing & Omnichannel Director

To share the message, both customers and influencer are encouraged to share an image of their T-shirt on social media using #keepbelieving #BMBxStøtBrysterne.

By Malene Birger x Støt Brysterne

T-shirt, 249 DKK with 124 DKK donation to Støt Brysterne.
Available from 1st September at, all Danish BMB retail stores and Støt Brysterne’s online sales channels.

For more information, please contact Lulu Henckel, or +45 60 60 31 21