Our mission is to empower men to speak openly about mental health and trauma through clothing that carries meaning, raises awareness, and funds real-world impact. We believe fashion can be a force for change — not only in the lives of the people who wear it but also in the lives of those who make it. We are committed to donating 20% of all profits to mental health charities, organisations, and community groups that support men through healing, recovery, and connection.

As we grow, we are building a fully ethical, transparent supply chain — free from exploitation and sweatshop labor — so that every person involved in our brand, from production to purchase, is treated with dignity and fairness. Through storytelling, advocacy, and action, we aim to make mental health visible, wearable, and impossible to ignore.

 

WE ARE...

1. A voice for men’s mental health and those suffering with trauma — breaking the silence, ending the stigma, and encouraging real conversations.

"Break the silence. End the stigma."

Our brand exists to raise awareness and start conversations about men’s mental health and trauma. It’s more than just clothing — it’s a platform to challenge toxic silence, encourage vulnerability, and push mental wellbeing into the public eye.
We champion open dialogue, community healing, and support for those suffering in silence.

2. Committed to ethical fashion — donating 20% of profits and building a brand free from exploitation and sweatshop labor.

"People over profit. Always."

From donating 20% of our profits to our commitment to building a sweatshop-free, transparent supply chain, we are serious about being a force for good. Every part of our brand — from the causes we fund to the way our clothing is made — is rooted in fairness, justice, and compassion.
We aim to prove that fashion can be both ethical and impactful — for those who wear it and those who make it.

3. A movement of expression and connection — creating clothing that helps men connect through shared experience.

"Clothing that expresses and connects."

Our brand gives men a way to express what words sometimes can’t. The designs carry meaning. The clothing helps people spark conversations and connect with others who get it.
We value honesty, vulnerability, and making mental health visible, wearable, and real.