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Calm Advertising Topshop

CALM and Topshop 'Care Sewn In' campaign threads together fashion and mental wellbeing


By John McCarthy, Opinion Editor

October 10, 2019 | 3 min read

The Campaign Against Living Miserably (CALM) has partnered with retailer Topshop to create the Care Sewn In clothing label to promote mental wellbeing and self-care in young people.


CALM and Topshop 'Care Sewn In' stitches together wellbeing PSAs and fashion

As part of Havas' #LetWhatsInsideOut campaign, 13 garment lines have now been made available in 15 Topshop flagship stores and online. The launch coincides with World Mental Health Day (10 October).

Repurposing the care label inside most garments, the charity group has created massive labels informing people how to look after themselves. These can be stitched to clothing to spread the message of self-care and awareness of CALM’s helpline and webchat services.

Six Topshop and seven Topman products are available across tees, hoodies and sweats ranging from £16-£35. £5 from every garment sold will be donated to CALM.


Mark Whelan, chief creative office at Havas UK, said: “All clothing has a care label inside telling you how to look after it. Our idea was to create a care label on the outside, encouraging people to look after themselves. Huge credit to Topshop, Topman and CALM for throwing their considerable weight behind such a simple yet powerful idea to create something so meaningful. Through the money generated from sales and the conversations that will be started, hopefully this initiative will have a real-world impact.”

Jason Griffiths, brand communications director, Topshop Topman, added: “We chose to launch the first phase of our Care Sewn In initiative to coincide with World Mental Health Day as well as at a time when ‘back to college’ is a focus for students and young people. We know that this is a time where many are faced with the pressures of starting or returning to education. By partnering with CALM we hope to empower young individuals to self-care, change the conversation around mental health and encourage peer-to-peer support so that no one suffers alone.”

Supporting creative will run on social, cinema and out-of-home. A film directed by Havas London creative John Ogunmuyiwa through UNIT9 also accompanies. Vote for the campaign below in Creative Works.

Topshop: #LetWhatsInsideOut by Havas

By Topshop

Overall Rating 5/5

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