Caring isn't the hard part. Follow-through is.
Most people already care about something. The problem is what happens after: one guilty donation, a nice repost, then everyone's attention moves on before the issue does. Good causes rarely fail from a lack of caring. They fail from a lack of a plan.
Margaret — Founder
Mwangi — Co-Founder
The team didn't come together over a market trend. Margaret and Mwangi grew up together in a small town in Central Kenya and in a year, they lost two of their male childhood friends to suicide. In each case, the silence beforehand was the loudest part: nobody had really asked, and their friends hadn't really said.
They could have started an NGO. Instead they noticed something smaller and stranger: people who'd go quiet if you asked how they were really doing would talk for twenty minutes about a jacket. So they tested it. One run of pieces, a line about mental health stitched into the tag, sold off a table at a Nairobi market. People stayed to talk. That table became this.
The model borrows from effective altruism: concentrate on one clearly defined problem until it's actually solved, then move to the next. One campaign at a time, funds tracked openly, no new cause until this one's fully delivered.
Clothing is just where we started. It won't be where we stop. This is only Campaign 01.