A Compassionate Corporate Angel for Canadian Breast Cancer

Why WOMAN.ca Loves Leonard Miller

Leonard Miller is one of those men in the fashion industry that women just naturally connect with. Whether it's a five minute meet up or weekend conference, Miller's thoughtful and friendly demeanor leaves a lasting impression. The man has the charisma that's served him well as the President of FDJ French Dressing Inc., one of the largest providers of denim in Canada. His roots in the fashion industry run deep with his family founding Keystone Overall and Pants in 1908. Under Miller's leadership, FDJ has become a popular and successful denim brand for women in North America. For more than two decades, French Dressing Jeans has focused on making the jean shopping experience stress-free by designing jeans in unique styles that are slimming and comfortable on all body types.

A great listener, Miller pays great attention to the needs and desires of his demographic. And he has devoted countless hours of his personal and professional time to helping women with breast cancer. Since 1998, French Dressing Jeans has donated a portion of every sale it makes to breast cancer research. In a little over a decade the community has donated close to 3 million dollars to the research! Moreover, every October, in a gesture of great corporate philanthropy, FDJ donates $1 to breast cancer research every time a person tries on a pair of their jeans. The campaign is called Try The Fit / Help the Cause - look for it this fall at your local FDJ retailer. By promoting the event, or simply stopping by the store with a group of friends, you can do a world of good in the fight against breast cancer. Simply amazing!

WOMAN.ca: What's on your horizon?

Leonard Miller: To increase the sales of French Dressing Jeans, so that we may continue to make women feel great about themselves and to be able to contribute a greater amount to various Breast Cancer causes in North America. We had great success with our Mother's Day Try the fit, Help the Cause campaign. I am looking forward to our 11th Try the Fit, Help the Cause, October Breast Cancer promotion. These two promotions, in our over 2300 retailers, brings the Breast Cancer campaign front and center to many of our consumers in all parts of North America.

W: Top Three Women in Your Life

LM: My mother and wife who've taught me compassion, and caring for everyone. In our fight for Breast Cancer, there are two women and one gentleman who made me understand what we could do: they are two sales agents, Betty Ann Vater (St John's Newfoundland), Kim Crawford (Toronto, Ontario) and our designer Donald Johannesson (now living in Vancouver, BC). These people were instrumental in dreaming up The International Dragon Boat Races held yearly in Windsor, Ont. They were also the people that met Dr Don McKenzie (Vancouver, BC). We sponsored and equipped an exercise gym for Dr McKenzie to prove that certain kinds of upper body and arm exercises helped cancer patients to reduce inflammation and edema in the upper arms and so the advent of the Dragon Boat Races for Breast Cancer survivors.

W: What is the quality you Most Like in a Woman?

LM: Sincerity and sensitivity.

W: The Canadian Woman That Inspires You Most

LM: We sponsored a Breast Cancer symposium in Winnipeg Manitoba. Our guest speaker was a Breast Cancer survivor Janice Filmon (wife of the former Premier Gary Filmon of Manitoba). She spoke in detail about her illness, but also explained how she had a very funny experience that happened to her while she was in the hospital. At that point I understood more about life than the dreaded illness and death associated with any kind of cancer.

W: You're a strong advocate of women's health and wellness. From your brand philosophy at French Dressing Jeans - enabling women to embrace healthy realism while staying on top of fashion trends - to your philanthropic work with raising vital funds for Breast Cancer. What has been the key strategy in tying these two efforts together?

LM: Everyone can and should support various philanthropic causes to the best of their ability. We were dealing in a product that was targeted at women 35 years old and over. This is also the target group for Breast Cancer. Since we were earning income from this group, it became clear to us that we should help this group of people in any way that we could.

W: You're known for being a compassionate listener and it's obvious that this journey with women's health and recovery has had a significant emotional impact on you. Share your thoughts on how it's changed your broader perspective.

Life and living are precious. One of the first places we supported with seed monies was a fashion show and auction in Moncton NB arranged by Betty Ann Vater and operated through Cindy Hewitt of Hillsborough Fashion of Hillsborough NB (close to Moncton NB). The goal of this event was to raise $100,000 in ten years to train a nurse to assist their one doctor to take care of Breast Cancer patients. After 4 years the amount of money collected from these events was over $100,000. The nurse went off to be trained and returned to Moncton. However, one of the first patients was Cindy Hewitt. A few years after her successful treatment, we were all in Windsor at the gala evening supper event for the International Dragon Boat Races for Breast Cancer survivors. After a few speeches (mine included) Cindy got up and asked me to come up on stage. She proceeded to say that had we not started the Moncton event a few years before, she would not be here today and that I had helped save her life. What a humbling experience.

W: What is the key signature theme in your approach corporate philanthropy and giving back to the community?

LM: We alone can only do a very small part in giving toward a cause. I always strived to get more people (retailers and consumers) involved so that more people can help, whether with fashion shows to attract more people, and more events in retailer's stores. I believe in grass roots events where more people learn and become aware of this disease which affects one in nine women in North America.

W: You're certainly a beloved figure in the cancer survivor community in Canada. Share your favourite anecdotes and feedback.

LM: We were in Windsor Ontario and I was introduced to a woman, her husband and their two children. She was diagnosed with Breast Cancer on the Wednesday before our weekend event of The International Dragon Boat Races. When she left the Doctors office she felt that her world had collapsed. However, while driving home, she heard our radio commercial advertising the Dragon Boat event. She was able to contact one of our organizers who spent the better part of 1 hour on the phone with this woman. She started to see a light at the end of the tunnel. That weekend she met 400 500 other Breast Cancer survivors and she became part of our ever increasing family. Her husband and kids then became part of the event and were amongst the family. The following year I was back in Windsor for the Dragon Boat event and I asked one of the organizers where was this woman. She answered that unfortunately she had passed away about a month before, but her husband and kids were with us that night and having supper with us. The husband and kids remain a part of this yearly event and are the starters and timers of the races. The family ebbs and flows with people, but the comfort that they each get from one another is what life is all about.

W: Who have you enjoyed collaborating with most in your fundraising efforts and experiences?

LM: I enjoyed everyone from every organization that gave of themselves for the betterment of humankind and eradication of this dreadful disease. Each person I met on this journey has inspired me, whether to ask others to join us, or to ask others to give as we were able to do. One of the paddlers from the Montreal Dragon Boat team called me and told me that they were hosting a day of dragon boat racing here in Montreal and they were asking for support for a breakfast. One of my friends in the bagel business provided bagels free of charge for the event. She couldn't thank me enough and all I did was give her a telephone number.

W: What advice would you give to the next generation of business leaders interested in making contributions to society at large?

This is a very complex question. Know your market. What is your USP unique selling proposition (why would anyone buy from you rather than anyone else?) Have passion. Follow the sayings of Hillel. If I am not for myself, who will be for me? And when I am for myself, what am I? And if not now, when? And the Golden Rule, That which is hateful to you, do not do to your fellow."

Si Si Penaloza
		About the author:
		Si Si has cultivated strong ties with editors, producers and publishers at all major Canadian media outlets. She is a seasoned print, radio and broadcast specialist. Graduating Magna Cum Laude from Bowdoin College in Maine, Si Si moved to Manhattan to study Film at New York University. Her strengths lie in contextualizing relevant content for a broad audience. She's driven to stay competitive and at the top of the market - commissioning exclusive features and launching bold initiatives.
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