A slouchy sweatshirt proclaims in collegiate-style arched letters screen-printed across the chest: “Overthinker since birth.” Embroidered on the sleeve in fine print is a reminder to “just breathe.” Another T-shirt proclaims the wearer to be “Emotional,” with a reassurance on the sleeve “and that’s okay.”

The apparel is the handiwork of Sophie Nistico, a 24-year-old who launched her See The Way I See brand in 2020 after suffering from chronic migraines and anxiety for years.

See The Way I See offers a variety of apparel, accessories and other items that promote mental health.

In the wake of the pandemic – which highlighted the importance of supporting mental health – apparel brands like Nistico’s have swelled in popularity. Nistico appeared on a recent episode of ABC’s Shark Tank, but was rejected because the sharks said she was already too successful to need their help.

During COVID, anxiety and depression rates shot up 25%, according to the World Health Organization. And in its aftermath, there’s been an increased willingness to discuss and be open about mental health struggles.

“I think coming out of COVID, all of us went through this big thing,” says Mandi Rudd, founder of Brand Energy Marketing (asi/145223) and an advocate for removing the stigma from mental illness. “In my opinion, I find it hard to believe that any of us came out of the pandemic without some sort of emotional experience, whether it was fear, panic or physical changes.”

See The Way I See and other similar companies encourage individuals to be open about their individual struggles in a stylish way. Nistico’s business began as an Instagram account where she would share her doodles and other artwork. Eventually, she turned those designs into stickers and prints. Now, she sells sweatshirts, sweatpants, T-shirts, jewelry, keychains, posters and tote bags that are imprinted with mental health references. The unique feature on Nistico’s apparel is the detail on the sleeve. One of her crewnecks, for example, states across the front: “I’m pretty cool but I cry a lot!” and embroidered on the sleeve, it directs the wearer to “*wipe tears here*.”

“It’s all about the little things, right?” Nistico notes on her website.

See The Way I See has more than 156,000 followers on Instagram. After launching with only $500 three years ago, Nistico has dramatically grown her business – bringing in $2.3 million in sales so far this year, according to CNBC.

Another mental health apparel brand, STAY WEAR, is all about “creating a place that inspires self-actualization, positive mental health and staying kind to all,” according to its website. The brand was launched in 2014 by Shane Ball, who says the company name is inspired by the concept of staying here even when times get tough and life gets hard.

STAY WEAR launched in 2014 to help inspire positive mental health through T-shirts and other apparel.

All the apparel and merch are branded with the STAY logo. One of the brand’s most popular items is a T-shirt that has the words “trying not to fall apart” printed repeatedly in a wavy font.

Using apparel to promote awareness of mental health is a great start, but it’s important to back that up with real support, so the message doesn’t fall flat.

Rudd says talking about emotional well-being/emotional healthcare is one step. The other step, she notes, is to tie it into a fundraising campaign, “make it a limited-edition shirt, and then a portion of those proceeds can support the cause you’re promoting,” she adds.

See The Way I See and STAY WEAR have both taken that extra step. Nistico’s brand donates to multiple organizations, including the National Alliance on Mental Illness (NAMI) and the American Migraine Foundation. STAY WEAR says it donates 10% of profits to three charities that support mental health.

Making the topic of mental health less taboo – whether it’s through conversation or clothing – is a positive development. Mental healthcare should be no different, Rudd says, than taking care of your physical health.

“I have a teenage son, and I’ve told him all along, if you have a toothache, we go to the dentist; if you have a cough or fever, we go see the doctor,” Rudd adds. “If you’re having an emotional experience, we’re going to go see a therapist.”

The promotional products industry could easily jump on this trend of people wearing their mental health struggles on their sleeves and helping to destigmatize these diseases. It would be wise, however, to incorporate a giveback element with any such products, so you’re raising funds as well as awareness.

Product Hub
Find the latest in quality products, must-know trends and fresh ideas for upcoming end-buyer campaigns.