Good Friday on vår gård

At the hotel and conference facility Vår Gård in Saltsjöbaden the staff has taken a slightly different initiative to support breast cancer research and also wants to encourage women to be proud of their bodies. By wearing and selling t-shirts with a print of painted breasts, the focus is on a very personal and charged body part. Kadi Upmark, CEO of Vår Gård , talks about how they saw an opportunity to highlight two important topics at the same time:

- I think almost everyone knows someone close to them who has been affected by breast cancer in one way or another. As a woman, it is a very personal fight to fight. A fight for life, but also a fight to lose a part of yourself and your identity as a woman. It takes both courage and self-esteem to dare to be yourself and accept your body with today's harsh body ideals. We want to support the Breast Cancer Foundation, but also that we women are beautiful just the way we are.

The shirts that the staff will wear on Fridays come from the clothing brand TITS, which was founded in 2015 in Amsterdam by Mathilde Kamphuis and Nathalie Zoeterweij. TITS stands for "This Is The Shit", with the aim of breaking down and highlighting sexist taboos. They want to encourage people in a flirtatious and cheeky way to be proud of their bodies and dare to express themselves freely.

The tit shirt was a perfect choice in connection with the pink ribbon campaign at Vår Gård and the staff is hoping for positive reactions from the guests in the house.

- We are looking forward to being a little more outspoken and cocky than usual and hope that it rubs off on guests in the form of empathy, generosity and a little humor. In addition to tit shirts, we also sell pink flowers, pink smoothies and pink pastries from our Bakery & Wine Café, says Kadi. All profits from shirts and sales of pink campaign products go directly to the Breast Cancer Foundation.