October is Breast Cancer Awareness Month and a Month to Remember


October is Breast Cancer Awareness Month.  It is the month we all take time to remember those who have been lost to breast cancer and those who have struggled through treatment to beat the disease.  A sea of pink on television, in magazines, in sporting events is a reminder to all of us to schedule our mammograms.  Early detection saves lives.  October is the month to salute the doctors and researchers who continue to diligently work to find a cure for breast cancer.

Big Sky Pro Rodeo 2012

Tough Enough to Wear Pink launched in 2004 at the Wrangler National Finals Rodeo. Tough Enough to Wear Pink was co-founded by Terry Wheatley, the creator of Purple Cowboy Wines and the Wine Sisterhood.  Tough Enough to Wear Pink struck a cord within the western community.  Why?  Because cowboys, cowgirls and rodeo fans all had a friend, neighbor or family member who had been affected by the disease.  They wanted to show their support.

The sponsors of rodeo also wanted to show their support.



Wrangler was the first to answer the call.  For the first “pink performance” at the 2004 WNFR, Wrangler had pink shirts air shipped to the rodeo just in time for the Tough Enough to Wear Pink night – pink was not a “standard” color in a cowboy’s closet at the time.  Now it is because of Wrangler.

Wrangler has continued their support by becoming the Title Sponsor of Tough Enough to Wear Pink and has contributed hundreds of thousands of dollars through their sale of pink merchandise to multiple breast cancer charities.


Montana Silversmiths was also one of the original sponsors and they continue to support the campaign today.  The artists of Montana Silversmiths created a line of Tough Enough to Wear Pink jewelry that is sold in western stores throughout the country.  A percentage of the sale supports TETWP.


And now Twisted X has joined the sponsor family.  Twisted X developed a licensed collection of TETWP boots and footware.  Twisted X supports the campaign throughout the year by donating a portion of the sale of every pair sold in the TETWP Collection.

Everyone can show their support of Tough Enough to Wear Pink by purchasing the products from Wrangler, Montana Silversmiths and Twisted X.

October is the Breast Cancer AWARENESS month.  Raising awareness reminds us to get a mammogram, it reminds us to be thankful to the doctors and researchers searching for a cure, it reminds us to thank everyone involved in supporting their communities through their Tough Enough to Wear Pink events and it reminds us to the many sponsors that support the campaign.

– Terry Wheatley, Tough Enough to Wear Pink Co-Founder and Purple Cowboy “Boss Lady”