9 Fashion Brands Giving Back
It’s true—fashion can be guilty of taking a serious societal movement and making it a trend wave to follow. That can make it hard to spot the labels that genuinely want to use their platforms and money for good. But they DO exist!
If you’re interested in making room in your wardrobe for pieces that look good and go that extra mile to authentically give back to mental health resources and organizations, you’ve landed in the right place. From the feel-good vibes of Mayfair Group to classic jewelry pieces from Kendra Scott, get a peek into the stories behind nine brands’ reasons for giving back. Cheers to shopping fashion that’s good for your mind and oh so fab for your body.
The Mayfair Group
“The Empathy, Always collection has become one of our most iconic staples,” says Mayfair Group founder Sam Abrahart. “It sends a powerful message and is a great reminder for anybody who wears or sees it.” Mayfair’s seriousness about its mission to help spread awareness and destigmatize mental health hasn’t lessened any sense of fun in its designs though—if anything, it fuels it. And that’s made this brand a bona fide celeb fave. Sweatsuits featuring phrases like “Your emotions are valid” and doodled-on crewnecks have been spotted on everyone from Jennifer Lopez to Bella Hadid. The good vibes extend beyond the clothes too: This past spring, Mayfair launched a therapy fund in partnership with MyWellbeing, a mental health organization that matches people with behavioral health providers.
The Local Love Club
If the phrase “You can sit with us” were a fashion brand, it would be the Local Love Club. Founder Maeve Reilly was bullied growing up, and her brand of sweatsuits was conceived as one way to flip the script. “It’s really important for me to use my platform to help spread positivity through clothes that are wearable, comfortable, and relatable,” she says. (One example? A super-soft sweatshirt with the phrase “Love More World Tour” printed on it.) Beyond making inclusive clothing, Reilly also donates a portion of the brand’s proceeds to the Kind Campaign, a nonprofit that brings awareness to and aims to prevent girl-on-girl bullying.
IDONTMIND
“A customer told us she bought one of our tees when she was struggling with depression and was afraid to talk to her mom about it,” says Edward Schmit, cofounder of mental health campaign IDONTMIND. “The shirt inspired a conversation between them and she started getting treatment. She credits that conversation with potentially saving her life.” IDONTMIND’s merch—hoodies, sweats, T-shirts, hats, accessories, and drinkware—supports the campaign’s mission of developing a world unashamed of sharing unfiltered thoughts and feelings. One hundred percent of proceeds supports Mental Health America. IDONTMIND’s website also contains a trove of resources, including articles with helpful tips and Q&As with therapists.
Happiness Project
From graphic tees to a collab with Toms, Happiness Project’s lines of clothing and accessories are almost always adorned with design details like mood-boosting smiley faces or cheery tie-dye. Founder Jake Lavin was inspired to create the optimism-infused brand after a high school classmate tragically lost their battle with mental illness. Since then, Lavin has tried to educate as many people as possible about mental health. “The more the world is educated, the more we can work together to save lives and help those suffering,” he says. Happiness Project donates 15 percent of profits to the American Foundation for Suicide Prevention.
DannnyCalero
“I originally started making clothes to cope with a breakup and a tough spot in my life,” explains designer Danny Calero. Then he turned his hobby into a sustainable brand that features upcycled vintage pieces—punky plaids, worn-in utility vests—that draw from all kinds of aesthetics. Now he uses his growing platform to share his creativity and also help his supporters. Calero recently held a secondhand-clothing raffle where people pitched in a few dollars each and all proceeds went to youth-suicide prevention nonprofit the Jed Foundation. His future plans? To set up a mental health Discord group with other creatives so that artists can more easily connect with one another about mental health issues.
Shine the Light On
Once, while Shine the Light On (STLO) founder Eli Brown was unpacking merchandise in a store, a woman read his brand’s story on a hangtag and started to cry. Her son had died by suicide weeks before. His name was Eli too. Brown felt a connection—he’d struggled with drugs and alcohol after experiencing sexual abuse, and he’d created STLO so that no one would have to go through a similar thing alone. His community now has help at their fingertips thanks to the brand’s support of orgs like Mindfulness Without Borders and the National Alliance on Mental Illness.
These Household Names Support Mental Health Care Access Too
Kate Spade
With a mission to help women and girls gain access to mental health resources, Kate Spade regularly donates funds to groups like the Trevor Project.
Kenneth Cole
Kenneth Cole founded the Mental Health Coalition, made up of orgs, brands, and individuals that he says comprise the largest existing platform of collective resources.
Kendra Scott
Optimism for a new day is the inspo behind Kendra Scott‘s Sun & Moon Charm, which will send 20 percent of proceeds to mental health charities.
Contributing market editor: Andrea Zendejas
