Capitalising on the popularity of streetwear among Malaysia’s youth, the CLLBR8 Project is an initiative that propagates cancer awareness by targeting younger locals who are enthusiastic on filling up their respective wardrobes with the latest and greatest in street fashion.
Even simple typographic prints have appeal and the power to imprint a message among the masses. Emblazon that message on trendy streetwear and the result is a powerful tool for exposure, which is exactly what the people behind CLLBR8 have done.
The project has – in their words – “hijacked” popular streetwear staples and limited edition pieces, tweaked said items with their own designs that each detail a certain type of cancer.
The entity behind this youth “a-wear-ness” project is The National Cancer Society of Malaysia, that believes local youth aren’t as aware about cancer as they are about streetwear releases. Cancer isn’t an ordeal exclusively suffered by those in their golden years; depending on the type of cancer, there is a high probability of the disease ailing people ranging from infants to 35 years old as well.
By enlisting the help of streetwear labels, the brands’ respective consumer bases can transition from simply fussing over their external appearances to being concerned about their internal well-being too.
“Youths have a better chance of fighting cancer, but before they can fight cancer, they have to know it. The National Society of Cancer Malaysia has support groups catered especially for young folks. This was the perfect avenue to start talking about it,” the group stated.
Here are some of the designs the project has influenced so far:
These designs, among others, will be made available for a cop in the next couple of weeks.
CLLBR8’s work has just begun and brand new designs to create even more awareness on cancer – as well as other diseases that affect young people – are on the cards for the future.
