Brooks Bell and Sarah Beran’s fashion brand Worldclass bears a rather cheeky slogan: “A great ass is a terrible thing to waste.”
At first glance, it’s merely a humorous tagline, but it holds an important double meaning for Bell and Beran.
Despite hailing from different corners of the country — Bell from North Carolina and Beran from California — the founders met and bonded over a shared diagnosis of late-stage colon cancer. Both of them were in their 30s when they started registering symptoms, and despite skepticism from their doctors, both women advocated for themselves and pushed for colonoscopies.
It was a measure that ultimately saved their lives, and Bell and Beran wanted to spread that message loud and clear.
“The stigma is ridiculous,” Beran told Raleigh Magazine. “I want it to feel like just another part of your wellness routine.”
Their branding isn’t just about spreading awareness for colorectal cancer. With every sale, Beran and Bell also champion accessible healthcare.
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When customers purchase a Worldclass sweatshirt or a “Colonoscopy Enthusiast” tee, they’re directly supporting the UNC Lineberger Comprehensive Cancer Center and ensuring that underinsured patients in Western North Carolina have access to colonoscopies, which can detect precancerous polyps before they develop.
“It’s not just looking for precancer,” Bell said. “It gets rid of it.”
A version of this article originally appeared in the 2025 Fashion Edition of the Goodnewspaper.
Header image via Worldclass
