A regional breast cancer charity truck show, “Beards for Boobs,” will be held from noon to 7 p.m. Saturday, Oct. 17, at the Cherokee Expo Center. 

In an effort to raise breast cancer awareness and funds for local charities. Southern Charm Traditional Wear, located in Cherokee, will host the event. 

“Western North Carolina has been so great to our business and this event is just one way we can give back to our community,” said Scott Jacobs, owner of Southern Charm. “Breast Cancer impacts the lives of so many people we know and love. Just about everyone knows someone, whether it be a family member, a friend, or a neighbor, who has been impacted by this disease and this event is just our way of helping reduce that impact here in Western North Carolina.”

About 1 in 8 U.S. women, about 12 percent, will develop invasive breast cancer over the course of her lifetime. This year alone, an estimated 231,840 new cases of invasive breast cancer are expected to be diagnosed in women in the U.S., along with 60,290 new cases of non-invasive (in situ) breast cancer. Women aren’t the only ones at risk. About 2,350 new cases of invasive breast cancer are expected to be diagnosed in men in 2015. A man’s lifetime risk of breast cancer is about 1 in 1,000.

The cost to attend “Beards for Boobs” is free. To enter a vehicle in the truck show, the cost is $15 in advance and $25 at the gate. All proceeds from the event will go directly to the Pretty in Pink Foundation. 

www.southerncharmwear.com or 828.497.7981.