Since its inception more that 25 years ago, independent retailer Kootenay Knit & Apparel, a Canadian woman-owned business, has always believed in the importance of giving back to the community.
Once again this year, the small Cranbrook, B.C.-based business participated in raising awareness and money for the Breast Cancer Awareness Month in October.
Over the years, its unique Pink Mitten Campaign has raised more than $1 million.
For every pair of Pink Ribbon Mittens sold in October, $2 was donated towards vital breast cancer research and support services through the Canadian Cancer Society.
Shauna Lemens, the retailer’s Marketing Manager, said the company is committed to creating products that are not just about warmth but about meaningful impact—crafted with care, creativity, and ethical responsibility.
“The mittens, with their vibrant pink hue, are more than just accessories—they’re a call to action, encouraging wearers to share their stories and inspire others to join the cause. By wearing the Pink Mittens, individuals become part of a larger movement, one that not only raises awareness but also funds critical research and support for patients,” she said.
All consumer sales for the company are online.
“We specialize in knitwear. So headwear, beanies, touques, mittens, scarves. We’re really known for our mittens – the 2010 Winter Olympics in Vancouver, the red Canada mittens. That’s our company,” said Lemens.
“That’s what put us on the global platform – the red Canada mittens for the Olympics. But we largely deal with distributors and retailers who get our products and resell them.”
“Actually, it was the year following the Olympics in 2011 the Pink Mitten Campaigns initiated . . . We’re a women-owned company. We believe in women-related causes and initiatives. So this one was an easy one for us to get behind, knowing that one in eight women in Canada are affected by or diagnosed with breast cancer.
“We’re all kind of affected. We all can relate. We wanted to get behind the cause initially and similar causes. For us as a business, that’s what we believe in. And then we partner with the Canadian Cancer Society, who helps tell the message, and our participating retailers, partners and sponsors get behind to believe in the cause as well as support and provide that ability to be able for us to donate, donate the dollars and sell the mittens.”
“The Kootenay Knit & Apparel story began in 1994 in the East Kootenays, a location in beautiful British Columbia, Canada with breathtaking views, magnificent mountain ranges, lush green valleys, endless rushing rivers and crystal clear lakes,” says the company on its website.
“The area hosts an abundance of outdoor activities for every season including skiing, snowboarding, biking, golfing, fishing and hiking. Owner, Cathy Rella began with her flair for design and creativity to start a uniquely Canadian headwear and knitwear business.
“‘Kootenay’ landed our name on the map in 2002 by supplying sweaters to CBC broadcasters for the Winter Olympics. 2006 brought further recognition as Kootenay was selected by Hudson’s Bay Company as a hat supplier. The ‘Bugsy’ hat became the podium hat to be worn by the Canadian Olympic Team at the Winter Olympics in Turin, Italy. Kootenay was selected as an official licensee for the 2010 Vancouver Olympic Games. Since 2010, Kootenay has supplied products for the 2014 Winter Olympic Games in Sochi, was an official licensee for 2015 FIS World Downhill Championships in Colorado and was an official licensee for Canada 150 in 2017.”
The retailer says it has created many fundraising programs and cause campaigns for a number of organizations and it is passionate about products with purpose and supporting a cause such as The Pink Mitten Campaign that raised $1 million for the Canadian Cancer Society; the NHL Players Association’s ‘Hockey Fights Cancer’ Program; ‘Show Your Stripes’ fundraiser for Ronald McDonald House Charities, ‘MADD Mitten’ campaign and many more.
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