NATIONAL DENIM DAY " Wearing jeans has never been so important ! " In May 1997, CURE inaugurated NATIONAL DENIM DAY, its main fundraiser. This event is held on the Tuesday following Mother's Day. Companies' employees across Canada join together in wearing denim and/or a "pink flower ribbon" for a suggested donation of $5 to the CURE Foundation. CURE will provide a Dress for CURE Kit, which will include posters and enrollment materials to ensure easy implementation of this program at no charge. According to statistics from the Canadian Cancer Society, 22,400 new cases of breast cancer in women and 170 new cases in men were diagnosed in 2008. Of these, 5,350 proved to be fatal.