MAIN PROJECT: #KUSHTYXHUMEN Clothing collaboration with Men’s Mental health Charity: “HUMEN” Kushty and HUMEN are partnering to highlight the benefits of talking about our mental health. We teamed up with the charity organisation to create a limited-edition capsule collection. HUMEN was created to provide more accessible ways for men to improve their mental health by creating one-hour sessions for men to get together to talk honestly in a confidential space (Humen, 2021).
Why HUMEN?
Oversized Hoodies - Available on our website www.kushtyclothing.com
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HUMEN was chosen based on the values they portray to their audience, for example, they are “changing the face of what it means to be a man” (Humen, 2021) by “[Moving] beyond the false and limiting notions of what it means to be a man, or lad or bloke” (Humen, 2021). Furthermore, as the target consumer also seeks to be able to express oneself in society, the collaboration would generate conversation surrounding men’s mental health and tap into “consumer aspirations” (Posner, 2015, pp.174).
The collection will be based around four different themes, revolving around Kushty’s values: Optimism, Acceptance, Patience and Focus. Proceeds from the collection will be donated to HUMEN, who provide mental health support to men of all ages. Each item bought from the collection will come with a mental health booklet featuring alternative ways to exercise your mental health and a journal to write down their thought and feelings each day.
Creating a limited-edition collection, with the intent of opening the conversation to mental health should create a buzz of excitement and a need of urgency through the idea of an exclusive product. As Instagram will be the primary channel of use, it is necessary to collaboration with HUMEN to reach another cohort of potential consumers. They currently have 28.7k followers, enabling us to fulfil the marketing objectives.
This collaboration will utilise paid, earned, and owned media shown through the mini projects to promote the first Kushty limited-edition collection. and reinforce our values of support, educate and empower. These promotional tools have been carefully chosen to align with our brand values and attract existing and potential customers.
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