Targeting younger consumers, the brands have partnered with mental health charity Campaign Against Living Miserably (CALM) on a range of T-shirts, hoodies and sweatshirts. The designs take cues from clothing care tags that normally provide washing instructions; instead the oversized labels encourage wearers to take better care of themselves by sharing problems, taking time to ‘iron them out with a mate’, and if they’re ‘feeling completely spun out’ to call CALM's helpline.
Priced from £16 to £35, a donation of £5 from each item purchased will be given to CALM to support its helpline and webchat service. The clothing collection is part of the wider campaign led by Havas London, #LetWhatsInsideOut, urging people to reach out to friends, family or CALM’s services.
Topman in particular is demonstrating how a men’s retail brand can help to destigmatise notions of the sad boy, using fashion as a marker of progress and openness.