A cheeky butler is using his semi-nude service to raise money for charity.

James Bailey, 23, from Cheam, set up the Pink Butlers after a close friend was diagnosed with breast cancer in her early 20s.

The company provides a semi-naked butlering service for parties and events and donates £20 from every booking to Breakthrough Breast Cancer.

When Mr Bailey is not being a butler, he works at his family’s newsagent in Sloane Square, central London. He said he originally set up the the Pink Butlers as a side project but is now looking to recruit around the country.

Mr Bailey, who set up the company in August 2009 and currently employs 10 butlers, said: “My friend, who has now recovered, was very supportive of the idea, and I approached her first before I proceeded any further.

“I have now taken the decision to try to build the company and become the best in the country.”

So far, Mr Bailey has raised £200 for Breakthrough Breast Cancer and is hoping to raise at least £2,500 this year.

James said: “The Pink Butlers aren’t the first of their kind but it is the only company of its kind that donates money from every booking to this worthy cause and wonderful charity.

“Our key here is to raise as much money for this wonderful charity, while offering the same service as the other companies, and at a lower price”

Breast cancer is the most commonly diagnosed cancer in the UK, with nearly 46,000 women and about 300 men diagnosed with the disease each year.

For more information about the Pink Butlers and how to book them visit the pinkbutlers.com or search for them on Facebook.