Do What You Want

The MaxLove Story

by Audra DiPadova Wilford
November 20, 2012

I remember the summer of 2011 in two parts. The first is filled with zoo visits, birthday parties, hot days at the beach, soccer, and looking forward to pre-K. The second half began on August 5, the day my son Max was diagnosed with brain cancer.

As Max was shuttled into brain surgery, we texted close friends and family, unable or unwilling to actually speak with anyone, and my friend, Diana responded right away. She became a constant source of comfort.

After Max came home from the hospital, Diana and her daughters visited for a play date. While the kids played, I showed Diana a hat I bought for Max – he was just starting to lose his hair. It was a light bulb moment, a fortuitous chance encounter. Diana is a leader in the headwear apparel industry and that day, we decided to make headwear to help kids fighting cancer. MaxLove was born at the kitchen counter.

As I came out of the fog of Max’s diagnosis, I wanted to find out about organizations that were doing something for the number-one disease-killer in the United States, and I found the 46 Mommas and the St. Baldrick’s Foundation.

I remember thinking about how courageous these moms are, shaving their heads to stand in solidarity with their heroes and to raise much-needed funds for research. So I become a part of the 2012 fundraising team.

It became the strongest support network I’ve ever known. The 46 Mommas have been a true gift for me. In addition to gaining strong friendships, we continue to see this funding lead to new breakthroughs in childhood cancer research.

To support the 46 Mommas’ efforts to raise $1 million for the St. Baldrick’s Foundation, Diana and I developed “The Momma” fedora, perfect for summer and inclusive of all of the childhood cancer awareness colors. $5 from the sale of each Momma fedora is donated to the St. Baldrick’s Foundation, and we raised more than $1,000 in the first few weeks.

MaxLove is the very first cause-brand dedicated to childhood cancer specifically, but unlike many cause-brands, MaxLove collaborates with many childhood cancer nonprofits, starting with the St. Baldrick’s Foundation. For each beanie sold, a SuperKid style is given to a child fighting cancer. All remaining proceeds support MaxLove Project (our nonprofit entity) with the ultimate goal of funding research, treatment, and advocacy in the area of complementary integrative care, working to ensure that children fighting cancer not only survive but thrive.

Max asked me just the other day if we’re going to give hats to the whole world. I said, “We’re working on it.”

Be the love…

Audra, Max’s Momma
Chief Hope Officer, MaxLove | MaxLove Project

MaxLove offers $5.00 from the sale of each Momma fedora to the Foundation. Buy your own Momma fedora or check out other great products that help fund childhood cancer research.


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