Australian-born fashion brand Cotton On partners its philanthropic arm with Lady Gaga and her mum’s Born This Way Foundation to raise $5 million for global mental health.
From 1 September to 10 October 2023, a variety of limited-edition products that were created by the two organisation will be sold. 100% of the sales will be donated by Cotton On to the Born This Way Foundation.
The Foundations want to start a global movement that puts mental health first. In light of the fact that one in seven young people (ages 10 to 19) encounter mental health issues, this alliance aims to improve the number of youth-focused community resources.
Lady Gaga, Co-Founder of Born This Way Foundation, commented, “We’re honoured to partner with Cotton On Foundation for our first global campaign amplifying our mission to build a kinder, braver world together.”
Customers can support the cause by purchasing caps, T-shirts, tote bags, stationery or a denim jacket online and in select stores globally. Each piece is stamped with the slogan ‘Kinder, Braver, Together’, inspired by Born This Way’s mission.
Peter Johnson, CEO of Cotton On, said, “Cotton On’s purpose is to make a positive difference in people’s lives, and it is partnerships like this that will deliver significant impact on a global scale.”
Cotton On will develop a clothing line in addition to supporting Born This Way Foundation programmes including the “Be There Certificate,” a free online course that teaches participants how to support peers who are struggling with mental health issues.
