Fashion for a Cause with Fitflop’s Collaboration with ICanServe Foundation

Breast Cancer is prevalent in the Philippines. It has the highest incidence of cancer, and is the leading cause of cancer deaths for women. The disease has become so prevalent that one in every 13 women is expected to develop the cancer in her lifetime.

Fitflop's Flower Surfa

When award-winning journalist Kara Magsanoc-Alikpala was diagnosed with breast cancer in 1997, she knew little about the disease. She had a difficult experience throughout the duration of her ordeal. Kara eventually beat breast cancer, but what she had to live through changed her perspective in life and of those around her, prompting her to start ICanServe Foundation.

Breast Cancer Survivors support Fitflop's IcanServe Foundation Event

ICanServe Foundation is a non-stock, non-profit organization that advocates and provides hope to women, aiming to spread awareness and knowledge that breast cancer is highly curable with early detection and widespread information. The foundation aims to equip women with breast care health and significant information to strengthen their guard should they or a loved one find themselves in this situation. The foundation, in cooperation with several medical affiliations, also provides special services such as educational forums, financial assistance, and support groups to breast cancer survivors to help them on their way to full recovery and healing.

Ms Maritoni Fernandez, Breast Cancer survivor with her daughter Lexi Fernandez

FitFlop, together with ICanServe Foundation,  hosted a special event to highlight this cause where ICanServe Foundation’s vice-president and two-time breast cancer survivor, Nikoy de Guzman, shared an inspirational story about her experience and struggles with breast cancer, facts on breast health, and how early detection can, in fact, save lives. Celebrities who have successfully battled in their own breast cancer wars participated in the event to further highlight the importance of this awareness campaign.


FitFlop will be donating 20% of the sale of their FLOWERSURFA sandals to the foundation and stands for the empowerment of women for the Southeast Asian region with the breast cancer advocacy in mind. The dainty red and pink flowers adorning the sandals make a statement—there is beauty in strength.

Superwomen are standing shoulder to shoulder with fellow strong women who are spreading the word on breast health care, and in doing so, help save lives.

ICanServe Foundation
Facebook: ICanServe Foundation, Inc.
Twitter: @icanserve

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