Our story: Infinite Motiv is CancerCulture®

Founded by Sonny Shnayderman. In 2019, my diagnosis changed everything. Acute myeloid leukemia. Chemotherapy pushed me into remission by late summer. But two months later, it came back. By November, I was facing a bone marrow transplant. My sister was my donor—the match that gave me a second chance.

During treatment, lying in a hospital bed, I noticed something. Cancer patients had nowhere to go for clothing that felt normal, comfortable, and didn’t scream “I’m sick.” Everything available was either clinical or patronizing. So I decided to build something different.

Infinite Motiv was born from that moment — not from inspiration, but from necessity. From the weight that nobody sees. From understanding that a diagnosis doesn’t erase who you are; it just changes how you move through the world.

Today, six years post-transplant, I’m still managing the invisible effects of what my body endured. But I’m here. I’m working. I’m building. And every product we create carries that same philosophy: style and dignity for people navigating battles others can’t see.

CancerCulture® isn’t about awareness-month theater. It’s about belonging. It’s about saying: you’re not alone in this, and you don’t have to look sick to be strong. We are CancerCulture® by Infinite Motiv — not the nonprofit at cancerculture.org.

Through Unite the Fight, 10% of net proceeds support cancer research and care. Our childhood kids line (Powered by Courage) directs 100% of net proceeds to the Cure Childhood Cancer Foundation.

Welcome to the club none of us wanted to join.