Preorder now, stock expected to ship mid-March
This limited-edition T-shirt expresses a simple but powerful message: LIVE LIKE REUBEN.
Created in partnership with Dallas-based artist and colorectal cancer survivor Reuben Cheatem, this design features Reuben’s original artwork Curl Up and Dance, a visual meditation on the emotional whiplash of cancer treatment.
“Live Like Reuben” is a call to action: No matter your medium, speak your truth.
The paired images reflect the extreme highs and lows Reuben experienced during chemotherapy. These included moments of near-euphoria and creative release, followed — sometimes within minutes — by physical collapse and pain. The works are intentionally similar, inviting the viewer to sit with the tension and decide for themselves which image represents joy and which represents agony. Together, they illustrate an experience that every cancer patient knows all too well.
With insufficient treatment options, colorectal cancer remains the deadliest cancer for people under 50 and the second deadliest overall. This March, during National Colorectal Cancer Awareness Month, the Alliance is declaring #EnoughCRC and demanding innovation toward cures.
By wearing this shirt, you’re amplifying Reuben’s truth — and standing with everyone demanding progress in the mission to end this disease.