It's Cool To Cry is a clothing
brand with a purpose.

Our goal is
to stop the stigma around mental health. We do this by donating 50% of profits
to mental health charities and organisations and by encouraging people to talk
about and acknowledge their feelings and emotions before they become
overwhelming.

Our playful
designs look trendy and our message “It’s Cool to Cry”, aims to put
conversations around mental health in everyday chats. We want people to be
proud of their relationship with mental health and encourage others around them
to do the same.

We
encourage people to talk about their feelings before they become too much, and
if you end up crying, that’s cool. Why crying? Crying is pretty darn vulnerable
(I mean who looks good when they cry?!). Once we become more vulnerable, we
become more approachable, less perfect, more relatable, we become more human.
It’s Cool to Cry wants these conversations to happen in relaxed, informal,
everyday conversations. If therapy is required, we are here to encourage that
too! We want to normalise these conversations and people should be heartened to
have them without the need of alcohol, drugs, a shit hitting the fan event (crisis)
or professional help. 

We are the catalyst
to conversation and the conduit to counselling.

We want
people to wear our garms and be proud of their past and present relationship
with mental health.