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client. Grey Matter

title. Wear to be Aware

date. 2019

type. commissioned 

scope. global

Grey matter image.png

Grey Matter is a British online Fashion retailer aiming to marry mental health awareness with designer fashion. I was commissioned by them in late 2019 to form a strap-line and review the copy on their website. I sincerely enjoyed the task of integrating two seemingly polarising intentions, and I got to know a truly hard-working and refreshingly caring company through the process. Beyond their charity work, their clothing turned out to be both comfortable and stylish, I now own two of their hoodies myself.

I developed the tagline 'wear to be aware' and wrote this copy as a mission statement for them. You can see it on their About Us page at

Fashion exists to express, to be a canvas on which we create an identity, a fabric to make our personalities physical. But no one really talks about how the time we spend sketching and testing versions of ourselves can be lonely, even isolating, and being an individual shouldn’t have to mean being alone.

Loneliness is an epidemic in the 21st century, as is mental health. But the conversation about these interlinking topics is far too quiet. So we’re making our fashion about community as much as its about expression, because community can fight isolation, community can make the conversation much, much louder.

In Grey Matter, no one is forgotten. We’re a collective, but more importantly we’re a community like no other. We’re artists, we’re filmmakers, we’re creators sharing stories to weave our message into media as well as fabric. The message that recognises there’s an issue, that there's a struggle, that help is out there, that help is here.

We donate a quarter of our annual net profits to the Mental Health charities CALM and Mind.

Wear to be aware.

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