'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.