Behind the Brand
Our collection is designed to tackle the stigma surrounding mental health that people with mental illness often fear before embarking on a road to recovery by promoting the following messages. 10% of our profits go to a mental health charity.
Wear your heart on your sleeve
The aim behind our clothes is to open up the conversation of mental health. Knowing that mental illness doesn't define you is the first step to seeking freedom from it. For now; keep strong, you are not alone in this.
Designs by h.
Look after your mind
Your mind is a garden, your thoughts are the seeds; you can grow flowers, or you can grow weeds.
One of the original sketches of our beautiful Mind design.
Design by Petra.
Be recognised, be accepted
We focus on inspiring people to think and act differently, more positively and more generously toward those of us experiencing mental health problems.
We aim to tackle the stigma attached to these conditions with optimistic, yet thought-provoking advertising that champions innovative approaches to recovery.