Brands like TELUS, Joe Fresh, Smythe and Jenny Bird join the limited-edition collection in support of the charity’s future vision and shoppable pop-up.
TORONTO, Sept. 22, 2026 – Rethink Breast Cancer, the breast cancer charity reimagining the future for younger women impacted by the disease, has partnered with 25 top Canadian brands to launch the 25 for 25 collection, alongside a new experiential pop-up space in Toronto to shop the collection and showcase the charity’s future vision.
Rethink’s next era is about owning the full spectrum of young women’s breast health and helping all young women live better and live longer — from risk reduction and prevention to navigating diagnosis, treatment, survivorship and supporting thrivership for the metastatic breast cancer (MBC) community. The charity will be opening the Rethink House, a first-of-its-kind clubhouse located in downtown Toronto to unite all younger women, whether diagnosed, wanting to take charge of their breast health or looking to show up to support others.
Rethink will introduce the Rethink House concept at a pop-up during Breast Cancer Awareness Month, open to the general public from Oct. 2 to Oct. 31, 2026, at 390 Dupont St. in downtown Toronto. The pop-up, powered by TELUS, will celebrate Rethink’s 25th anniversary and maximize well-being for all younger women. The month-long experiential space designed by Cartel Collective will be an opportunity for people to experience Rethink’s vision, attend educational and community events and help fundraise for the permanent House.
“It is a dream to start to see the Rethink House take shape,” says MJ DeCoteau, founder and executive director of Rethink Breast Cancer. “We can’t wait for people to expand their understanding of breast cancer, explore the space and get a taste of what we have planned.”
Cartel Collective designed the pop-up with creation by MiDi Collective and furniture by Bonne Choice. AI-generated rendering provided by Cartel Collective.
Key experiences at the Rethink House pop-up include:
• Workouts every Saturday with Toronto’s top evidence-informed fitness instructors
• Rethink’s most popular Sex + Body event for the breast cancer community
• A breast health 101 panel hosted by Canadian chef and content creator Michelle Rabin with breast surgical oncologist, Dr. Fahima Osman, and patient panelists
• A Metastatic Breast Cancer Awareness Day experience for the MBC community
• Community-based experiences like a flower crown workshop, pottery, a portrait event for the breast cancer community and a Mahjong night
The pop-up will be open Wednesday through Sunday from 10 a.m. to 6 p.m. for drop-in coffee chats, exploring and shopping.
The Rethink House pop-up will also showcase Rethink’s 25th anniversary 25 for 25 collection. For this collaborative collection, 25 Canadian brands produced limited-edition products across apparel and accessories, beauty, home and food. The pieces are varied from high-end fashion designs to accessible décor items, most come from female founded and/or run businesses and almost all are donating 100 per cent of the proceeds to help fundraise for Rethink Breast Cancer’s future vision.
“We reached out to some of our favourite Canadian brands to help us mark 25 years and everyone said yes! We’ve always believed Breast Cancer Awareness Month should be about more than simply turning products pink. We’re incredibly proud of this collection and to give people a transparent way to shop for good, knowing their purchases directly support Rethink’s work,” says DeCoteau.
Product collaborations include a Joe Fresh Breast Cancer Awareness Month T-shirt, $25; TELUS x Samsung Galaxy Z Flip8, Galaxy Z Fold8, or Galaxy Z Fold8 Ultra; Kitchen Stuff Plus ceramic mug, $12.99; KIP Sleepwear PJ Set $240; Jenny Bird Puffy Pouch, $50; B, halfmoon b, mat yoga mat $124; Smythe 100 per cent Cashmere Dolman Crewneck sweater, $750; Barbet ‘Boobet’ Love Bite beverage, $3.45; and many more (see back page for full list).
Shop the 25 for 25 collection:
Availability: Products are available as of Oct. 1 online through partner e-commerce channels and Oct. 2 in-person at the Rethink House Pop-Up
Full Collection Details: rethinkbreastcancer.com/25-for-25
Visit the Rethink House pop-up:
Dates: Friday, Oct. 2 – Saturday, Oct. 31, 2026
Hours: Wednesday to Sunday, 10 a.m. to 6 p.m., with special events some evenings
Location: 390 Dupont St., Toronto
Full Event Schedule: rethinkbreastcancer.com/rethink-house
Learn more about Rethink’s 25th anniversary, the Rethink House pop-up and 25 for 25 Collection at: rethinkbreastcancer.com/25
About Rethink Breast Cancer
Rethink Breast Cancer is a registered Canadian charity based in Toronto with a global reach, dedicated to educating, supporting and advocating for younger women affected by breast cancer and those taking charge of their breast health. For over 25 years, Rethink has met the unique needs of younger women through tailored resources, educational and support programs and advocacy informed by lived experience. As a bold, digital-first organization, Rethink collaborates with younger women, caregivers, healthcare professionals, researchers and diverse partners to drive meaningful change in breast cancer care. Learn more at rethinkbreastcancer.com
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For more information or to set up an interview, please contact:
Jasmine Sikand
jasmine@rethinkbreastcancer.com
APPENDIX:
THE 25 FOR 25 COLLECTION
The 25 for 25 collection includes:
- Joe Fresh Breast Cancer Awareness Month 100% cotton tee, $25. $25,000 donation to Rethink with the partnership.
- TELUS x Samsung Galaxy Z Flip8, $1,875 (plus Z Fold8 Ultra, Fold8). For every purchase of a Galaxy Z Flip8, Galaxy Z Fold8, or Galaxy Z Fold8 Ultraphone at TELUS this October, $50 will go to Rethink to maximum of $50,000.
- Smythe 100% Cashmere Dolman Crewneck sweater, $750. $50 per sweater is donated.
- Kitchen Stuff Plus Ceramic mug, $12.99. 100% of net proceeds are donated to Rethink.
- KIP Sleepwear Rethink x KIP Sleepwear PJ Set $240 (plus Cashmere Robe $598, Sleep Socks $80). 100% of net proceeds are donated to Rethink.
- Jenny Bird Puffy Pouch, $50. 100% of net proceeds are donated to Rethink.
- B, halfmoon b, mat yoga mat $124 (plus silk sleep mask, $44). 100% of net proceeds are donated to Rethink.
- Barbet ‘Boobet’ Love Bite beverage, $3.45. 100% of net proceeds are donated to Rethink.
- Province of Canada “Support the Canadian Girls” crewneck, $128 (plus hat, $56). 100% of net proceeds are donated to Rethink.
- Everist Booby Wash cream body wash, $28 (plus Pink Konjac Sponge, $16). 25% of net proceeds are donated to Rethink.
- LINE 100% cotton Caroline Shirt in Blush, $295. 100% of proceeds are donated to Rethink
- SIDIA Braless Collection, $48-89. 10% from all Braless products sold through sidiathebrand.com during the first week of October will be donated to Rethink.
- Village Juicery Rethink-inspired Raspberry Pie smoothie, $13.95. $1.00 per smoothie is donated to Rethink for the month of October + November
- Permission Lace Line Bra, $98 and Lace Waist Shorts $98 in Ink (plus Lace Headband $24, Grip Socks $32). 100% of net proceeds from socks and 25% from lace collection are donated to Rethink.
- Bonne Choice Gaetano Pesce Indian Summer Vase by Corsi Design, $185-$1850. 100% of net proceeds are donated to Rethink.
- Chocolat de Kat Nine Booby Bonbons, $35. 100% of net proceeds are donated to Rethink.
- Lisa Gozlan Happy Face Pavé Bracelet Happy Face Pave Bracelet $128 (plus Heart Flex Tennis Bracelet $98). 100% of net proceeds are donated to Rethink.
- Xenia Taler plates Rolli BPA-free dinner and side plate sets, $52-$84. 100% of proceeds are donated to Rethink + 5% of all sales through xeniataler.com
- Health Hut Hand Care Duo in Neroli, Coriander, and Juniper, $92. 100% of net proceeds are donated to Rethink.
- NORMY Dimensional Faux fur blanket, $150. 100% of proceeds are donated to Rethink
- CALLA Mono Niki Babouche, reimagined in a custom pink stripe motif, $320. 100% of proceeds are donated to Rethink.
- 19/99 Beauty High-Shine Gloss, $26. 100% of proceeds donated to Rethink
- Mini Mioche Kids Hoodie, $80 (plus jogger: $64). 100% of net proceeds are donated to Rethink.
- Mima Ceramics Bowl $22 (and vase $65). 100$ of net proceeds are donated to Rethink
- Fairgrounds Rethink x Fairgrounds Pickleball paddle, $80. 100% of net proceeds are donated to Rethink.
Full collection details: rethinkbreastcancer.com/25-for-25
Link to product images here
RETHINK POP UP HOUSE CREDITS
The Rethink House pop-up was brought to life by:
- Powered by: TELUS
- Designed and Produced by: Cartel Collective
- Manufactured by: MiDi Collective
- Furniture Partner: Bonne Choice
- Technology Partner: Samsung
- Community Partner: Torrid
- Floral Partner: Katherine Seiggel Florist
- Media Partner: The Kit
- Beauty and Reflection Partner: Shoppers Foundation for Women’s Health™
- Innovation Partner: AstraZeneca Daiichi Sankyo
- Art Partner: Tacit Collective
- Fitness Space Outfitting: b Half Moon
- In Kind Partners: Barbet, Nutbar, Dark Horse Espresso Bar, Pomp, New Moon Cookies
Foundational funding for the Rethink House is provided by the Rethink Giving Circle:
Amanda Alvaro, Claire MacNamara, Dr. Christine Brezden-Masley, Debbie Legault, Lori Sugarman-Li, Perry Jongsma, Tamara Bahry and Tom DeCoteau.