When Chaitenya Razdan saw his loved ones using socks to protect their PICC lines—long, flexible tubes inserted into a vein to deliver treatments like chemotherapy—during cancer treatment, he knew there had to be a better way. "It felt so undignified," Razdan recalls, "and I couldn’t help but think, why isn’t there something better for people going through something so difficult?"
This observation led Razdan on a journey to create Care+Wear in 2014, a leading healthwear company that designs products to help patients feel dignified and comfortable during their treatment. From that moment, Care+Wear grew, incorporating feedback from patients, clinicians, and designers to create more products that combine fashion with function.
Across the country, similar stories have driven other AAPI founders to rethink the relationship between fashion, health, and empowerment. This October, brands like Care+Wear, PerfectDD, and NEIWAI are challenging the fashion industry to “say NO to pinkwashing” during Breast Cancer Awareness Month. Instead of simply launching pink-themed campaigns to check the box, these brands are developing real solutions for breast cancer survivors and patients.
EST Media sat down with these founders to hear about how they are proving that fashion can play a vital role in supporting women's health.
Care+Wear: Where Fashion Meets Compassion
Razdan witnessed how his loved ones grappled with the challenges of cancer treatment —not just emotionally, but physically. Care+Wear designs products that help individuals, including those battling breast cancer, to feel confident throughout their journey, allowing them to focus on their healing.
This October, Care+Wear is launching its Care Beyond the Pink campaign for Breast Cancer Awareness Month. The initiative aims to go beyond the pink ribbon symbolism and focus on the personal stories and journeys of breast cancer patients and survivors.
“As we honor those who have been impacted by breast cancer for the month of October, we've been inspired by the countless stories of hope and resilience that we’ve received,” says Razdan. “When my team and I receive reviews or emails sharing how our products have improved their experience, it makes it all worthwhile and motivates us to keep innovating.”
One of the most exciting parts of the campaign is the "Buy a Bra, Give a Bra" promotion. For every purchase of Care+Wear’s Believer Bra—a post-surgical recovery bra designed in collaboration with plastic surgeons—the company will donate a matching bra to a breast cancer survivor. Razdan is particularly proud of this initiative, knowing how much something as simple as the right bra can impact a patient’s recovery.
"What people wear during treatment should never add to their burden," he explains. "We want our products to help individuals feel confident and dignified throughout their journey."
Care+Wear’s designs have already made a difference in the lives of countless patients, and Razdan regularly receives stories that reinforce why the work is so important. One story that stands out comes from Courtney, a mother of three who has undergone six breast surgeries. "When women ask how to prepare for breast surgery, I always recommend the Care+Wear surgical recovery bra," she shared. "The adjustable straps, front closure, and drain holes make all the difference."
Hearing stories like Courtney’s motivates Razda and his team to keep innovating and expanding their range of products. "Each story is a reminder of why we do what we do," he says. "Our goal is to improve the healthcare experience for all, and knowing we’re making a difference in someone’s life drives us forward."
PerfectDD: Empower Through Fit and Function
For Alice Kim, the struggle to find clothes that fit her 32DD chest without making her feel uncomfortable and unprofessional was a constant frustration. Years of battling with ill-fitting tops left her feeling self-conscious, often having to choose between comfort and style.
“Learning that the average bra size in the U.S. is a 34DD, I was determined to create a solution to empower women by providing clothing options that marry comfort and fit without sacrificing style,” says Kim.
“Getting dressed should be easy so you can focus on being a boss.”
In 2020, PerfectDD, a brand that not only catered to women like Kim but also aimed to empower women to feel comfortable in their bodies. This Breast Cancer Awareness Month, PerfectDD is donating 10% of proceeds from its Previvor collection to The Previvor, a digital health platform that supports individuals who are genetically predisposed to breast cancer.
“PerfectDD is all about boobs so supporting breast cancer awareness is a natural extension of our mission to educate and empower,” says Kim. “According to the National Breast Cancer Foundation, breast cancer is the most common cancer in the U.S. and the 5-year relative survival rate for cancer diagnosed at the localized stage is 99% so early detection matters!”
Kim still remembers what Allyn Rose, founder of ThePrevivor, once said, “No one wants breast cancer. The goal is to eradicate it for good. Until we can do that, our best line of defense is prevention. We can own our power in that.” Like Rose, Kim is hoping PerfectDD can empower women to take proactive steps toward prevention. “Breast cancer doesn’t discriminate, and it can impact anyone regardless of age or family history,” says Kim.
PerfectDD’s work continues beyond October. The brand also partners with the Keep A Breast Foundation, using social media and educational campaigns to raise awareness about the importance of early detection.
“We’re advocating for women’s health year-round,” Kim says.
“For us, it’s not just about one month—it’s about making sure women have the options and information they need to take control of their health.”
NEIWAI: Support Breast Cancer Research with Every Purchase
When Xiaolu Liu founded NEIWAI in 2012, she saw a significant gap in the lingerie industry. Most lingerie brands at the time focused on aesthetics—how the clothing looked to others, rather than how it felt on the woman wearing it. “I wanted to change that,” Liu explains. “To create a brand that prioritized women’s comfort above all else, designed from the perspective of how the body truly feels. Comfort should always come first in a woman’s intimate apparel,” she says.
When NEIWAI launched in the U.S. market in 2021, this philosophy resonated deeply with customers, especially women seeking intimate apparel that adapts to their body’s natural rhythms. “It’s not just about offering comfort; it’s about empowering women to listen to their bodies and prioritize how they feel,” Liu emphasizes. This principle shapes the brand’s future collections, focusing on designs that adapt to a woman’s changing body throughout all stages of life—from everyday wear to post-surgical recovery.
This October, NEIWAI continues to align with its mission of empowering women by partnering with The Pink Agenda for the second year in a row. The “Awareness is Power” campaign is aimed at raising awareness among young professionals, educating them about breast cancer and the importance of early detection. From October 10-31, NEIWAI will donate 5% of sales from its best-selling Barely Zero Spaghetti Strap Bra to support breast cancer research.
"We believe that every small action counts, and through our partnership with The Pink Agenda, we hope to contribute to meaningful advancements in breast cancer care and research," Liu says.
NEIWAI has also been inspired by the stories of women who’ve found solace in its products. Liu says that she once received a letter from a 70-year-old American customer who had undergone breast surgery and had been searching for the perfect bra for years. “In her letter, she thanked us for creating the most comfortable bra she had ever worn, something that made her feel at ease after her long journey. Stories like hers deeply influence our decision to support causes like breast cancer awareness and we want to empower women at every age and stage of life,” says Liu.
