October 24, 2026 | New York City, NY

On a crisp October morning in New York City, pink was more than a dress code — it was a way to bring people together around a shared purpose.

On October 24, SOJOS teamed up with @Cooldownrunning and @AltraRunning for a special Pink Run in honor of Breast Cancer Awareness Month. More than 70 participants showed up dressed in pink, ready to move, connect, and celebrate the importance of looking after ourselves and one another.

From a morning run through the city to coffee, conversations, and plenty of pink moments along the way, the event was a reminder that community can make even the simplest moments meaningful.

The morning began at 9:30 AM at Ora La Casa De Las Flores, where runners gathered before heading out together for a 1–3 mile run through New York City.

With everyone dressed in shades of pink, the energy was warm, upbeat, and full of anticipation. Some came for the miles, others for the community, but everyone shared in the spirit of showing up for a cause that matters.

After the run, the group returned to the café to unwind, catch up, and enjoy a well-deserved treat. Adding a little extra sweetness to the morning, Ora La Casa De Las Flores served a limited-edition pink croissant with guava flavor — a fitting touch for a day filled with pink from start to finish.

Back at the café, SOJOS brought a little extra color to the gathering with a dedicated booth showcasing seven pink sunglasses styles from across the brand's collections: Staghorn Coral, Melody, Lovelace, Darling, Veronica, Echo, and Enchanted.

Back at the café, SOJOS brought a little extra color to the gathering with a dedicated booth showcasing seven pink sunglasses styles from across the brand's collections: Staghorn Coral, Melody, Lovelace, Darling, Veronica, Echo, and Enchanted.

Each style brought its own personality to the display, giving participants the chance to explore different looks and find a pair that felt like their own. Among the highlights were Staghorn Coral, a standout favorite; Melody, the pink style worn by Paris Hilton; and Echo, part of the SOJOS Ocean Collection, which reflects the brand's interest in more thoughtful material choices.

Throughout the morning, participants stopped by to try on their favorite pairs, take photos, and share their looks with the community. The booth became another place to connect, express personal style, and capture memories from a morning filled with movement, conversation, and plenty of pink.

It was a reminder that personal style can be a fun way to express yourself — and sometimes, a little pop of pink is all you need.

Beyond the run and the pink outfits, one of the most meaningful parts of the gathering was the opportunity to slow down and connect.

Participants shared self-care tips, exchanged conversations, and enjoyed a moment away from the usual pace of everyday life. Whether it meant getting outside for a run, spending time with a supportive community, or simply taking a moment to check in with yourself, the morning celebrated the many ways we can make room for well-being.

During Breast Cancer Awareness Month, these moments also served as a reminder of the importance of awareness, support, and looking after ourselves and the people around us.

Self-care looks different for everyone. It can be movement, rest, connection, or making time for the things that help us feel our best. Sometimes, it starts with something as simple as showing up.

For SOJOS, the Pink Run was an opportunity to connect with the community beyond eyewear — bringing people together through movement, personal expression, and a shared sense of purpose.

Partnering with Cooldownrunning and Altra Running made the morning a celebration of what can happen when people come together around something meaningful. Every pink outfit, shared conversation, and pair of sunglasses tried on added to the spirit of the day.

As Breast Cancer Awareness Month continues, we hope this gathering serves as a little reminder to make time for yourself, check in with the people you care about, and keep showing up for one another.

Here's to more mornings filled with movement, connection, and a little extra pink.