Brodacaster Ryan Tubridy yesterday urged men to pay better attention to their health as he launched a breast cancer initiative for women and men.
The disease, which kills hundreds of Irish women every year, and also affects males, is treatable if spotted early.
Tubridy was at Brown Thomas to help British designer Paul Smith launch the 2009 Fashion Targets Breast Cancer campaign in aid of Action Breast Cancer, an Irish Cancer Society programme.
The broadcaster and designer was joined by society patron and actress Victoria Smurfit for the launch of the Smith-designed coloured canvas bag and a T-shirt for men.
"Breast cancer can also affect men. We should all be far more open to getting things checked out," said the RTE radio and TV presenter.
A large crowd heard Rita Duffy, a 36-year-old mother of two from Galway, describe her recovery from breast cancer as the initiative was launched.
Mrs Duffy had a tumour removed from her right breast and her left breast reconstructed to match it. "I'm down to a more manageable 36DD cup," joked Ms Duffy, who made a full recovery.
The Paul Smith bag will cost €35 and will be on sale in all Brown Thomas outlets in Dublin, Cork, Limerick and Galway.
The T-shirt costs €45 and all proceeds will go to Action Breast Cancer and Europa Donna Ireland.