30 September 2026, Prague – October is traditionally dedicated to breast cancer prevention, and Prague City Tourism is once again taking part in the pink initiative in partnership with the Alliance of Women with Breast Cancer. This year, its support is linked to a limited edition of pink socks featuring a breast motif from Czech brand Ferdinand. By buying a pair, people will contribute to the Healthy Breasts for Deaf People project, which helps make information about prevention accessible in Czech Sign Language. “Prevention starts with paying attention to our own bodies and to the people around us. That’s why, for the third year running, we’ve combined our support for the Alliance with the work of designers, looking for a way to get this important issue out there. This year’s pink socks were designed by Prague graphic designer Kristina Fišerová. The result is a gift that can make someone happy while also reminding us not to put off taking care of ourselves,” says Jana Adamcová, vice-chair of the board of directors of Prague City Tourism. The socks are available from October for CZK 300 at the souvenir shop at the Old Town Hall and from the prague.eu online shop. All proceeds from their sale will go to the Alliance of Women with Breast Cancer, which has specific plans for the money. “This year, we’d like the proceeds from the pink socks to go to the Healthy Breasts for Deaf People project. Its aim is to inform the deaf community about breast cancer and emphasise how important prevention is. The project uses Czech Sign Language to communicate. This includes translations into Czech Sign Language of various texts on breast cancer prevention and treatment, as well as personal stories from female patients. A glossary of key terms has also been created,” explains Magdalena Vošalíková of the Alliance of Women with Breast Cancer. Czech brand Ferdinand was behind the look of this year’s limited edition. The socks were produced in a run of just 600 pairs and are available in three sizes: 36–39, 40–43, and 44–4. They are for both men and women, and their pink design draws on a symbol of support for breast cancer prevention. “The socks feature a heart which, when you turn it around, becomes a pair of breasts. It represents self-love and self-acceptance, emotion and life, and is also a reminder about prevention. Sometimes all it takes is to put your feet up, have a rest, appreciate what makes you unique, and your life can take a 180-degree turn for the better. It could be a big change or a new beginning you choose for yourself,” says graphic designer Kristina Fišerová, who created the sock design. Prague City Tourism has been supporting the Alliance for three years. In the past, its support has included the Invisible Women project, which drew attention to metastatic breast cancer, and the It’s Not Just About Breasts campaign. A special edition of pink pins was also created, inspired by the legendary wall panels in Prague’s metro, nicknamed “breasts and anti-breasts”. This year’s initiative continues that collaboration. More information is available at Pink socks for a good cause | Prague City Tourism.
