It's a fashion statement a group of men hope will grab your attention.
They are the 'Real Men Wear Pink of Lansing," a group of radio hosts, community leaders, business owners and more, all wearing wearing pink every single day this month in honor of Breast Cancer Awareness Month.
"When everybody rallies together and pulls in the same direction it is remarkable how the recovery process can really accelerate," says one of the men wearing pink, Ryan Schiling, host of The Schuiling Report on the Team 92.1 FM.
The goal is to not only raise awareness, but to raise funds for the American Cancer Society's "Making Strides Against Breast Cancer" event.
"Making Strides Against Breast Cancer of Lansing is the accumulation of many teams fundraising year round," says the program's community manager Katie Jones.
The walk is coming up this Saturday at the state capitol, so the men are ramping up their efforts to fundraise.
"Anything you can do makes a difference, if that is a dollar, if that's 300 dollars," says Bob Hoffman of the Wharton Center who is also wearing pink all month long.
And each man has a different reason for putting on a pink shirt each morning.
"Cancer strikes our community, it strikes our neighborhoods," says Hoffman, "it strikes our loved ones, and so it is important to give."
"If we can start the conversation about anything then we can make some progress in what we want to achieve," says another man wearing pink, Mojo an afternoon host a Q106.
They say it is the least they can do.
"It doesn't take courage to wear pink, it takes courage to fight cancer," says Mojo.
So far, the men have raised over $10,000, and they hope to up that number.
There is some friendly competition here, each hoping to raise the most money.
If you want to help or take part in the walk, click on the link in this story.
Some of the men did have to head to the store to buy some pink shirts to make it through the month.