'Wear Your Label,' a fashion startup dedicated to raising awareness about mental health issues, will be hosting a series of "stigma-free" shopping experiences in partnership with Joe Fresh. As part of the events (which will be taking place in Toronto, Ottawa, and Vancouver throughout May,) each item purchased will include a donation to the Canadian Mental Health Association.
The Joe Fresh and Wear Your Label events are "stigma-free" not only because of the donations, but because of one of Wear Your Label's mantras. The company aims to remove the negative connotations associated with mental health -- connotations that, perversely, can exacerbate the illnesses themselves. An x'ed out "stigma" in cursive is one of the designs on Wear Your Label apparel, as well as several other pithy, inspiring quotations.
What's Driving This Trend
- Stigma-free Shopping
- Opportunity for fashion startups to partner with mental health organizations to hold 'stigma-free' shopping events to raise awareness for mental health issues and support related causes.
- Mental Health Awareness Apparel
- Opportunity for fashion companies to create innovative apparel designs that raise awareness about mental health issues and challenge negative stigmas.
- Donation-based Commerce
- Opportunity for companies to incorporate charitable donations into their commerce model as a way to support important causes and connect with socially conscious consumers.
Who This Affects Most
- Fashion
- Fashion companies can partner with mental health organizations and incorporate mental health awareness into their clothing designs.
- Mental Health
- Mental health organizations can partner with fashion companies and create events that promote mental health awareness while raising funds for related causes.
- Charitable Commerce
- Companies from various industries can incorporate philanthropy into their business strategies by donating a portion of profits to charitable causes.
