Worldclass: A Fashion Brand Advocating for Colon Cancer Awareness

Worldclass, a fashion brand founded by Brooks Bell and Sarah Beran, emerged from a shared experience of battling late-stage colon cancer. Both women, diagnosed in their 30s, faced skepticism from medical professionals regarding their symptoms. Their determination to advocate for themselves led to timely colonoscopies that ultimately saved their lives. This personal journey inspired the brand's cheeky slogan, “A great ass is a terrible thing to waste,” which encapsulates their mission to destigmatize discussions around colon health.

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Worldclass aims to normalize conversations about colorectal health, with Beran emphasizing, “The stigma is ridiculous. I want it to feel like just another part of your wellness routine.” The brand's commitment extends beyond awareness; it actively supports accessible healthcare initiatives. Each purchase from Worldclass contributes to the UNC Lineberger Comprehensive Cancer Center, specifically aiding underinsured patients in Western North Carolina in obtaining necessary colonoscopies. Bell highlights the importance of these procedures, stating, “It’s not just looking for precancer. It gets rid of it.”

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The founders' initiative addresses a critical gap in healthcare access for colon cancer screenings. By linking fashion sales to healthcare funding, Worldclass not only raises awareness but also provides tangible support for those who may otherwise forgo essential medical procedures. This model reflects a growing trend where brands leverage their platforms for social good, particularly in health-related fields.

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While the brand's mission has garnered support, some critics argue that the humorous approach to a serious health issue may trivialize the experiences of those affected by colon cancer. They suggest that while awareness is crucial, the messaging should be handled with sensitivity to avoid alienating potential advocates who may find the branding off-putting.

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In interviews, both Bell and Beran have reiterated their commitment to changing the narrative around colon health. They emphasize the importance of self-advocacy in healthcare, encouraging individuals to prioritize their wellness and seek necessary screenings without hesitation.

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• “The stigma is ridiculous,” — Sarah Beran, Co-founder of Worldclass

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• “It’s not just looking for precancer,” — Brooks Bell, Co-founder of Worldclass

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Worldclass represents a unique intersection of fashion and health advocacy, using its platform to promote awareness and access to colon cancer screenings. Through their personal stories and commitment to healthcare equity, Bell and Beran are not only redefining the conversation around colon health but also providing critical support to those in need.

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