E Point Perfect

In The Style raises £1m for charity with Dame Deborah James tie-up


In The Style
In The Style raises a £1 million with its Dame Deborah James collaboration
// In The Style has raised more than £1m through its collaboration with cancer campaigner Dame Deborah James
// The etailer teamed up with James less than a month ago to raise funds for her Bowelbabe Fund for Cancer Research UK

Fashion etailer In The Style has raised more than £1 million for charity through its collaboration with cancer campaigner Dame Deborah James.

In The Style launched the ‘Rebellious Hope’ t-shirts with James less than a month ago, with proceeds going to her Bowelbabe Fund for Cancer Research UK.

In The Style founder and chief brand officer Adam Frisby said: “I am absolutely delighted for Deborah that we have been able to support her with this project and raise over £1 million for The Bowelbabe Fund in less than a month of the collection and t-shirts going live.

“This is entirely down to the incredible support from Deborah’s followers and our amazing customers, we can’t thank them enough.”

READ MORE: In The Style reports record revenue growth

The Bowelbabe Fund will support causes and projects such as funding clinical trials and research into personalised medicine that could result in new treatments for cancer patients. Funds will also be used for campaigns to raise awareness of cancer, such as the Bowel Cancer UK’s Never Too Young campaign.

James said: “I’m blown away and beyond thankful for all the support that the public has shown in buying the t-shirts but also the generosity of In The Style to make it all happen. £1 million is far beyond the expectations we ever talked about at the beginning! And it’s such a milestone that will make a massive impact.”

James, who was diagnosed with cancer in December 2016, rose to fame with her podcast You Me and the Big C, where she and fellow hosts Rachael Bland and Lauren Mahon documented their experiences of the disease.

She revealed last month that she was receiving at-home hospice care for her stage four bowel cancer and did not know “how long she had left”.

Since then she has raised £6.7m for her Bowelbabe fund, which she launched in May.

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