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Beyond the Brand
At 10 South Legacy, "It's not a brand, it's a battle." The mission is to bring dignity to cancer patients and families, while donating proceeds from each sale to the Jason Price Foundation to help patients fight against cancer. The vision is to create functional clothing and products for cancer patients and their families to bring a new meaning to battling cancer.
Our Name
Inspired by the cancer wing at Roanoke Memorial Hospital in Roanoke, VA. Jason Price, our founders dad, spent a majority of his time battling cancer at 10 South. Since 10 South Legacy donates proceeds to 10 South through the Jason Price Foundation, we thought it was a very fitting name.
10 South Legacy was built to bring a new meaning to battling cancer. Our founder, Conner Price, watched his dad battle cancer and the challenges he faced throughout his journey. Seeing this he knew that something needed to be done to change how patients battle cancer. To honor Jason, Legacy is written in Jason's handwriting. The color orange was chosen for two reasons, Jason played baseball at the University of Tennesee, and the ribbon color for leukemia is orange. Legacy was chosen to honor Jason and reflect why Conner started 10 South Legacy.
Our Beliefs
Legacy
10 South Legacy believes that every patient and individual has a story to tell and a legacy to live for and carry on.
Dignity
We bring dignity to cancer patients by creating innovative clothing and products geared towards the patient.
Comfort
Clothing and products that are aligned for what the patient wants. We provide comfort for the patient in their journey and give reassurance to families that their loved one is fighting comfortably.
Confidence
Creating clothing and products that bring ease to patients battling cancer without looking like a patient, providing them with confidence during their battle.
From the founder
I started 10 South Legacy with the vision of making a change in how patients battle cancer. When I was 9 years old, my dad was diagnosed with leukemia. Throughout his battle, I watched him fight and go through numerous treatments. These treatments caused him to become weaker, uncomfortable, and not himself. I would constantly ask the doctors and nurses if there was anything I could do to help, but the answer was always the same. I couldn't do anything but sit there and watch. When I was 11 years old, I lost my dad to leukemia. I was always thinking about what I could've done to help him. Being at a young age, all I wanted was to help my dad. Seeing him battle cancer and go through what he did caused pain, confusion, and a drive to make an impact in the cancer community. After seeing what my dad had to go through, my younger self realized that change was needed. I started 10 South Legacy to help patients fight their battle against cancer. It's not a brand, it's a battle.
- Conner Price