Wibra

For almost 70 years, Wibra has been a fixture in the shopping streets and centers of the Netherlands, Belgium and, more recently, France. Wibra is all about making beautiful and practical products accessible to every household, regardless of budget. "We want everyone to feel good. At home, at school, at work or on the go!" Based on that belief, Wibra is also committed to initiatives that make a real difference. With that in mind, it's not surprising that Wibra and Pink Ribbon have found each other as partners and that together they are putting their shoulders to the wheel in the fight against breast cancer.    

For several years, Pink Ribbon Belgium may count Wibra as one of its partners. In the year 2021, the partnership began with the sale of the iconic Pink Ribbon.

"Our visitors but also our employees consist largely of women. We at Wibra are always looking for opportunities to support them. Breast cancer mainly affects women. The consequences of the disease impact numerous aspects of their lives. We especially want women with breast cancer, as well as women in general, to be able to feel good again. Our product range also reflects that." - Claudine Nachtergaele, Country Director for Belgium

In 2024, Wibra took the initiative to expand its support for Pink Ribbon .  

Et voilà, the first online magazine 'In action for Pink Ribbon' was a fact. Especially within the lingerie campaign 'Feel good in underwear', Wibra wants to highlight the acceptance, versatility and health of breasts. After all, feeling good in your clothes starts with the basics, your underwear. Fashion designer Jeltje van der Pol went in search of lingerie suitable for all shapes and sizes where comfort and feeling sexy go hand in hand. In addition, Wibra and Pink Ribbon , together with Cartel Agency, developed a tape measure that was available in stores as a viewing guide to help women select the right cup size.  

In addition to the lingerie campaign, Pink Ribbon also made room for testimonials from breast cancer patients in order to give heart to everyone in their audience fighting the disease. Of course, Wibra also called on people to show support for Pink Ribbon. With a QR code, website visitors could make a donation through the King Baudouin Foundation.  

For those who might have missed the Pink Ribbon in Wibra's online magazine, a radio spot about the lingerie campaign for Pink Ribbon also hit the airwaves.

But Wibra went even further and colored some of its Belgian branches completely in pink throughout the month of November. Everywhere else Wibra's emblematic red was present was now transformed to pink. Wondering what such a pink Wibra store looks like? Watch the video of the making-of here.