Procure ambassadors Patrick Boivin and Nicolas Boulay raise awareness on prostate cancer.

To launch the 4th edition of BOWVEMBER, non-profit organization PROCURE has teamed up with renowned fashion designer Philippe Dubuc to create the 2017 bow tie, which has become the symbol for the fight against prostate cancer in Quebec. PROCURE is proud to reveal an impressive cohort of ambassador duos, which include 30 local celebrities who are committed to raising awareness about the cause.

The bow tie was produced à Montreal by non-profit organization Petites-Mains, which enables immigrant women and single mothers to reintegrate the workforce by learning a trade. It can be purchased online for $35 at or at one of the participating retailers–including Philippe Dubuc, Greiche & Scaff, La Maison Simons, Centre du Rasoir, Caleçons Vos Goûts, Harry Rosen, JAF Prêt-à-Porter, Setlakwe, Hachem, Diamond Hommes and Boutique Pour Lui – in order to raise $500,000 for PROCURE.

“I am proud to partner with PROCURE this BOWVEMBER to encourage Quebecers to look their best by wearing the bow tie that I created for the cause,” exclaims designer Philippe Dubuc. “The bow tie is the perfect accessory for the upcoming holiday season’s festive events and makes the ideal gift for friends and family since it looks great on both men and women.


Each of the 15 ambassador duos wore the bow tie in their own way during the official BOWVEMBER photoshoot directed by Sandrine Castellan, photographer at Shoot Studio. “I am honoured to be able to count on the support of 30 truly engaged ambassadors who will help raise awareness for PROCURE through our BOWVEMBER campaign and sensitize Quebecers to the cause in order to achieve our goal of raising half a million dollars to fight prostate cancer,” explains Laurent Proulx, Executive Director of PROCURE.

Click HERE to meet the 2017 ambassadors. Click HERE to support the cause with Patrick and Nicolas.