Smiley and Desert Dreamer have partnered to launch a Mental Health Awareness Week capsule collection to normalize conversations around mental health.
The “Peace of Mind” collection offers four styles, each designed with raising awareness. The line has a vintage aesthetic of oversized t-shirts and sweatpants in a variety of distressed washes. Each style features messages, including “Mental Health Matters,” “Piece Of Mind,” “Self Love” and “Happy Mind, Happy Life – Take it One Step at a Time.”
Smiley has announced that 10 percent of proceeds from the partnership will be donated To Write Love On Her Arms, a non-profit movement dedicated to helping people struggling with depression, addiction, self-injury and suicide. The campaign also aims to create greater awareness of the charity to highlight the resources available to those in need.
Since TWLOHA started in 2006, they have invested $2.5 million directly into treatment and recovery for individuals who otherwise would be unable to afford the professional help they need. Across social media platforms, the organization reaches over eight million people worldwide.
“It’s an important time for brands like us to do what we can to normalize the topic of mental health and to encourage people of all ages and situations to reach out for help and to help others,” says Nicolas Loufrani, chief executive officer, Smiley. “We’ve been working on a lot of charity projects in recent times, through our own non-profit Smiley Movement, which provides daily positive news and is helping build bridges between our partners and causes that matter to us. This is another great example of that work and we are proud to champion such an important organization as TWLOHA. While we are not experts on the subject of mental health, we are doing a huge amount of work to encourage positive mental wellbeing, whether that is educating emotional intelligence in kids through our Smileys, or the positive uplifting message of our original Smiley products.”
Smiley’s newest collaboration extends its recent community support efforts. In 2020, the brand has also announced the Good News website designed to highlight heroes working during the COVID-19 pandemic.