In an ace new collection of tees, hoodies and sweats, Topman and Topshop have put self care front and centre. The collection takes a novel look at the ways in which we can all support ourselves and our mates — repurposing those familiar fashion care labels and slogan tees with tips for dealing with life’s tough times. Check out the garments here.
To kick off the campaign, CALM and Topshop/Topman are taking over cinemas across the UK with a 30-second film that drives home the benefits of letting what’s inside out. Made in collaboration with Havas and Big Buoy, the film shows how opening up really can make all the difference — and urges audiences to reach out to friends, family or the life-saving CALM webchat and helpline.
Topman and CALM have been working together since 2011 to create nationwide campaigns, colourful zines and a spectrum of events that get people talking. Now, along with Topshop, the brands will be collaborating with CALM on a series of phased activations under the Care Sewn in philosophy aimed at encouraging people to open up, focus on self-care and change behaviours to improve mental wellbeing.
The Care Sewn In collection will be available online and across 15 key flagships and university city stores in the UK. The range consists of six Topshop and seven Topman styles, with £5 from every garment sold donated to help fund CALM’s lifesaving helpline and webchat.
#LetWhatsInsideOut is fronted by models of the moment Emily Bador and Reece King who are passionate about body positivity and mental wellbeing. They shared what it means to them:
Reece says: I would say to any young person struggling that it does get better with time and you're not alone. You can express all these crazy weird emotions and thoughts and find that there’s other people that can relate and that can help when you express and share these things that keep playing on your mind.
Emily says: “I try to let what’s inside out by trying to be creative. I try to draw and write and skateboard and talk, communicate, express myself however it feels right to express myself in that moment and be honest with myself.
Need support? Worried about someone? CALM’s helpline and webchat are open daily 5pm-midnight. Get access here.
Have you been affected by suicide? The Support After Suicide Partnership is a hub for anyone bereaved or affected by suicide, where you can find emotional and practical support.