| For women facing the challenges of breast cancer, the simple
act of getting dressed can be a painful, frustrating
experience. That reality is only too familiar to anyone
recovering from surgery and chemotherapy, but it's a fact
apparently missed by virtually every clothing manufacturer
in America. Now, an on-line mail order fashion company,
Becoming, Inc., is working to change that. Founded in 1995, the New York-based company offers swimsuits, sweats, bras, lingerie, wigs, and other items designed specifically for women undergoing cancer treatments -- items that can ease the physical and emotional burden for 1.6 million American women rebuilding their lives after the devastation of a cancer diagnosis. "Our goal is more that having women with breast cancer survive", says Valerie Otto, the 38-year-old founder of Becoming. "We want them to thrive." When individuals feel good about their outward appearance, she asserts, that translates to a better outlook on life, and essential ingredient to fighting a life-and-death disease. "Just when a woman is fearing going in front of a mirror most," says Otto, "the right clothing or accessories can make all the difference." Indeed, many in the medical field believe there is a direct link between a healthy self-esteem and a healthy physical state. Some organizations, such as Look Good, Feel Better -- a non-profit coalition of manufacturers and cancer awareness projects -- even promote the improvement of self-image as a cornerstone of recovery. Otto learned about the difficulties of dealing with the day-to day hassles that a cancer recovery patient must endure when her mother underwent a mastectomy three years ago. After the surgery, she and her mother went lingerie shopping. But what was once a simple mother-daughter joy became a depressing experience. Clothes tailored for someone recuperating from a mastectomy were virtually non-existent, and what was available was limited to a few generic items that put the emphasis on function, not beauty. In other words, strictly utilitarian. Yet, Otto says, it was at that very moment that her mother -and many like her- sought to re-establish her sense of femininity and well-being. "She wanted lingerie that was lacy and pretty, just like any other woman would," says Otto. "But all that was available were a few items that were either uncomfortable or unfashionable or both." But, Otto's mother had one advantage. Having worked in the fashion industry for 25 years, she was able to rely on her own resourcefulness to create a wardrobe that served as an essential psychological boost during her recovery. After seeing a marked difference between her mother's recovery and that of other women in the same situation, Otto- who holds an MBA from Columbia University -- decided to take her savings and create a business that could fulfill what appeared to her as a critical need. In the two years since its founding, Becoming has grown into the largest, most successful catalogue house, now available on-line, serving the specific fashion needs of women surviving cancer. Otto says she decided to make clothes, prostheses, hairpieces, and fashion accessories available through an 800 number to insure convenience and privacy. Becoming's site offers assistance with sizing and fitting, fulfilling special requests and guiding the woman through the maze of Medicare claims and reimbursements. Women can either email or call for further assistance. Further, Otto says, that offering the latest fashions on-line makes them more accessible to all women dealing with cancer, whether they live in the middle of Manhattan or on a farm in North Dakota or even Asia. Clicking through the Becoming.com site, unsuspected surfers may think they had chanced upon yet another fashion house featuring stylish offerings. But a closer look reveals this fashion house is unique. The Maureen Keene, NYC A-line tank sundress, for instance, includes built-in pockets behind the form-fitting bodice. The chenille bed jacket provides luxurious warmth beneath the covers, without the added bulk. And the Speedo sports bra -- featuring a front zipper for ease of wear and fuller underarm coverage -- comfortably supports the active lifestyle many recovering cancer patients so eagerly want to enjoy again. One of the popular Becoming items is a baseball cap with an attached ponytail. Otto says that the hat speaks to the needs of chemotherapy patients by fully covering areas where hair loss is most evident -- the sides and back of the head -- without unnecessary weight and bulk. As the company enters its third year, Otto is busy searching for next year's hot trends. "Every woman wants to feel beautiful," she explains. "We want to make sure thousands of women dealing with cancer don't get left behind." |