Maven: A maven is a trusted expert in a particular field, who seeks to pass knowledge on to others.

Unshaven Maven: A woman who passes on said knowledge through humour and personal discomfort for the benefit of others.

Now in its second year, Unshaven Mavens’ quirky fundraising initiative asks women to grow their “pits for tits” for the entire month of October which draws attention to the underarm area where early breast cancer symptoms can be detected. All the funds raised will go to support Rethink Breast Cancer’s “Live Laugh Learn” support program for young women with breast cancer.

The growing season begins on October 1st and continues for four hair raising weeks thereafter. During the growing season, Mavens meet up at weekly Pit Stops to give each other moral support, enjoy a beverage or two, and compare their progress. At the end of four weeks, Mavens compete to determine who takes home prizes for “Pit Boss” (most funds raised), “Most Pitiful” (least hair growth), “Jolie Pit” (nicest pit), “Brad Pitt” (most hair growth), and “Best Pit Crew” (most funds raised by a team).