GAP will donate a percentage of its October sales to breast cancer research. The initiative is inspired by Mackenzie Dougherty, GAP’s PR director who went through a double mastectomy operation in April.

October has been pink for several years. Pink, to raise awareness and encourage women to get tested for breast cancer. Pink, to get companies to donate money to research. In 2019, GAP has decided to join the initiative.


GAP’s PR director, Mackenzie Dougherty, found out she had breast cancer in March 2019. At 33, she chose to go through a double mastectomy the following month, in April. The brand has been inspired by its employee, a strong woman who’s shared her journey through the iforgotihavecancer blog. One day, while at brunch with her boyfriend in New York City, she forgot she had cancer. A fleeting moment that inspired the name of her blog.

Donating to research

GAP will give 10% of sales to the Breast Cancer Research Foundation® when customers purchase regular-price bras, in basic colors or with a flowery print, and bralettes. This donation will include purchases made between September 29, 2019 and October 19. It will be topped at $100,000.

The campaign for the collection features a radiant woman. Bald, maybe, but Mackenzie Dougherty is no less beautiful. Proud of her journey, she said that “there is so much that we do as women that we think makes us more beautiful, when really it’s covering so much of us up. Losing my hair and my breasts, I’ve really come to appreciate my body so much more. And I’ve learned that my most beautiful asset is my strength.” A mindset that helps her cope with a difficult situation and can inspire many women to find their strength.

The sooner the diagnostic, the better the chances to fight breast cancer. And the Breast Cancer Research Foundation® hopes to one day completely eradicate breast cancer, a condition that unfortunately concerns a lot of women. If you need a bra this October, think about spending money for a good cause and head to your closest GAP.

Article by Juliette Cardinale