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He also knows how a new suave style of shades his company makes is helping to save lives in the fight against breast cancer.
"There are two things we don't know about breast cancer - what causes it and how to cure it, so anything we can do to provide education, awareness and money to research it to find a cure would be outstanding," Cotton said.
The sunglasses are decorated with pink ribbons, they come in pink cases, and an information card about breast cancer. Then, when you pick up a pair and look on the inside, you'll see the name "Toby," the name of Bill's mother.
The sunglasses are being made in honor of Toby Cotton, who fought breast cancer for 17 long years before passing away in 2001. Now each time a $40 pair sells, $4 are donated to the Susan G. Komen Foundation.
"They're all over the Front Range: we've got them at Cherry Creek Optical, Christy Sports, and Colorado Ski and Golf," said Cotton.
You can also find the sunglasses in the high country at places like the Cowboys and Angles Salon in Vail. Owner Michele Kaufman says the shades have become a very hot item.
"They fly out the door; I have to reorder almost every week, we sold about three dozen. Everyone loves them," said Kaufman.
Then, when you add up the sales statewide, Cotton says the sunglasses have been raising a lot of money in the fight against breast cancer.
"We had a minimum donation of $25,000 but we've already sold 6,000 pairs since January. We think we're going to raise close to $100,000," Cotton said.
You can also buy the "Toby" sunglasses on line by going to www.nerveusa.com.
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