In a heartfelt union of personal experience and community impact, Winnipeg-based outerwear brand Freed has launched Pink for a Cause, a capsule collection that embodies both fashion and philanthropy. The initiative, unveiled in October 2025 during Breast Cancer Awareness Month, is the brainchild of Marissa Freed, CEO and fourth-generation leader of the 104-year-old family company. All proceeds from sales go to research for survival care.
The Pink for a Cause collection holds deep personal meaning for Freed, who drew inspiration from her own recent journey as a breast cancer survivor. Through this initiative, proceeds from sales will go toward advancing breast cancer research, care, and post-treatment support for women navigating the long and often overlooked recovery process.
A Personal Journey Inspiring Purpose
Freed describes Pink for a Cause as the natural outcome of reflection and healing after a long, demanding medical journey. “I always knew once I felt better, I wanted to find some way to give back,” she shared in an interview with Retail Insider. “But I didn’t know how, where, or when. As I began to go through all of my journey, I realized that there are still too many unknowns and too many scenarios where you have to advocate for yourself.”
After undergoing three surgeries and completing chemotherapy, Freed began to feel like herself again only by mid-2025. “It took much longer than I anticipated,” she recalled. “I think I was finally 100 percent back to myself by July. Looking back at photos from that time felt surreal. It was like an out-of-body experience. You almost disassociate just so you can carry forward.”
Her story, one of perseverance, advocacy, and rediscovery, has become the foundation for Pink for a Cause. “All I want to do now is figure out how I can give back and make it easier for other women,” Freed explained.
Designing ‘Pink for a Cause’: Sustainability Meets Symbolism
Like all of Freed & Freed’s designs, the Pink for a Cause capsule is guided by the company’s long-standing sustainability values. Freed emphasized that each piece in the collection is crafted from surplus or reclaimed materials, reflecting the brand’s zero-waste philosophy.
“We are very intentional about zero waste,” she said. “We use leftover fabrics from past seasons and produce in small runs so that we don’t overproduce or contribute to landfill. This is our version of doing our best from a sustainability standpoint.”
The capsule embraces a dusty rose pink, a hue that naturally aligns with both the cause and current fashion trends. “The stars just aligned where dusty pink is the colour of the moment,” Freed noted. “It represents breast cancer awareness while also being fashion-forward and timeless.”
The pieces themselves blend Freed & Freed’s hallmark of understated luxury with an emotionally resonant theme. Among the highlights are:
- The Stella, a collarless full-length faux fur coat with a belt that merges elegance with comfort.
- The Luna, a vegan suede coat with a soft faux fur lining and an oversized collar.
- The Tiny Tote and Oversized Tote, both crafted in rose tones.
Freed noted that one of the brand’s fans, Lisa Corbo, fell in love with the oversized tote, “so much so that she got several.” The collection also includes multiple variations of pink tones to appeal to different personal styles. “Some people love a brighter pink; others prefer something softer,” Freed said. “But the dusty rose is the heart of the capsule.”
Giving Back Through Fashion
Freed & Freed officially launched Pink for a Cause on October 1, aligning with Breast Cancer Awareness Month. The brand hopes to raise awareness not just about prevention and early detection but also about life after treatment, a stage often overlooked in public discourse.
“It’s just starting to gain momentum,” Freed said of the campaign. “We launched at the beginning of October, and I’m hoping more and more people will learn about it as time carries on. I’m speaking with a few different organizations to fine-tune where the proceeds will go, but I want them to contribute toward both early diagnosis and the continuation of life after treatment.”
Freed, who was diagnosed as BRCA1-positive and triple negative, initially thought of focusing donations on genetic breast cancer research. However, as she reflected on her own experience, her focus shifted toward improving quality of life for survivors.
“What I really want to do,” she said, “is support research into how we can avoid long-term disabilities that result from treatment. Many of us who survive are grateful but afterward, we face osteopenia, osteoporosis, and other lasting side effects. You finish treatment, and suddenly, you’re dropped off. There’s nobody there to guide you, and you have to advocate for yourself all over again.”
Freed hopes the Pink for a Cause initiative will spark broader conversations about survivorship, rehabilitation, and mental health. “We’re supposed to thrive at life,” she said. “We’ve survived, but we still carry the effects of treatment. If I can help make that easier for even a few women, then it’s worth it.”
Freed & Freed: A Century of Craft and Compassion
Founded in 1921 by brothers David and Morris Freed, Freed & Freed began as a modest Winnipeg pants manufacturer before evolving into one of Canada’s premier outerwear makers. Over more than a century, the company has dressed the RCMP, Canadian Armed Forces, and Olympic teams, and produced garments for department stores such as Hudson’s Bay.
Under Marissa Freed’s leadership since the late 2000s, the company has become a model of modern Canadian craftsmanship and ethical production. Its 50,000-square-foot Winnipeg facility continues to employ nearly 100 people, maintaining a balance between domestic manufacturing and global collaboration.
Today, Freed & Freed’s in-house FREED line highlights vegan and cruelty-free materials, slow fashion principles, and sustainable luxury. “We produce less, but we produce better,” Freed explained. “Our customers care not just about how a garment looks but about what it represents.”
The Pink for a Cause collection is available through Freed & Freed’s website throughout October 2025 and beyond, marking a powerful intersection of fashion, sustainability, and humanity — crafted in Winnipeg, for women everywhere.
Link to shop Pink for a Cause.
