Posted October 30, 2026 11:35 am.
PROCURE is launching the 13th edition of its Bowvember campaign, bringing together 40 Quebec personalities from the arts, sports and media to break taboos surrounding prostate cancer.
Under the slogan “Dare to wear it, dare to talk about it,” the campaign aims to raise $1 million throughout November through bow tie sales, donations and the Affaire Papillon PROCURE benefit gala on Nov. 26 in Montreal.
This year’s bow tie, designed by Philippe Dubuc and graphic artist Josée Garneau, is inspired by the atmosphere of a city at nightfall. The bow tie and matching pocket square are available for $49 at procure.ca and select retailers.
Proceeds support prostate cancer research, awareness and free services for patients and their families, including a confidential medical helpline available seven days a week at 1-855-899-2873.
PROCURE and the Cancer Research Society recently announced a joint $3-million investment in six research projects aimed at improving prostate cancer diagnosis and treatment.
Prostate cancer affects 18 Quebecers every day. Through Bowvember, PROCURE hopes to turn a simple fashion statement into a powerful conversation about men’s health.
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