Why Mission and Brand Values Matter at Tough Titties

I know, I know. A lot of you are probably rolling your eyes. Mission? Brand Values?

It can feel a little icky and performative to talk about these things (anyone else...? or just me?). But the truth is, they’re the heart and soul of Tough Titties—and the whole reason I do what I do!

Why Tough Titties Is More Than Just a Brand

In all seriousness, Tough Titties is my baby. I live and breathe this brand. Honestly, I don’t really know where I end and where Tough Titties begins.

• Do I find myself making personal purchases that are “on brand” for Tough Titties apparel? Yep.
• Am I considering dying my hair pink to match the badass vibes of our feminist T-shirts and accessories? Also yep.
• Are most of my shoe purchases Crocs, just so I can wear my Tough Titties shoe charms? Absolutely.

Our Mission: More Than Just Cute Designs

At Tough Titties, our mission is simple but powerful:

Create fun, cheeky designs that raise funds for breast cancer research and build community through connection.

Every purchase—whether it’s a bold feminist T-shirt, enamel pin, or empowering sticker—is designed to make a statement while giving back. Through initiatives like Titty Tuesdays, where 5% of sales go toward breast cancer research, we’re proving that fashion and activism can go hand in hand.

Tough Titties Core Brand Values

Our brand is built on values that guide everything we do:

⚡️Empowerment – Every product we create is designed to celebrate self-love, confidence, and body positivity.

💖 Unapologetic Expression – Whether it's a statement T-shirt, a sassy mug, or a badass tote bag, we encourage you to own your voice.

🫶🏼 Giving Back —We proudly support breast cancer research with every purchase.

🌍 Inclusivity & Community —Tough Titties is for everyone. No matter your background, gender, or size, you belong here.

Join the Tough Titties Movement

More than just a brand, Tough Titties is a movement. It’s about owning who you are, embracing confidence, and rocking feminist designs that spark conversation.

So whether you’re here for the bold apparel, the cheeky accessories, or just to vibe with our community—welcome to the Tough Titties family. 💖

Emma, Founder