Mental illness is an issue plaguing us all. In Asia-Pacific regions, anything from 4-20% of the adult population are experiencing diagnosable mental illness in a given year. According to the National Alliance of Mental Illness (NAMI), there are approximately 46.6 million adults in the USA that live with mental illnesses day-to-day. Moreover, half of all lifetime mental health conditions begin at the age of 14, with 75% of people witnessing symptoms by the age of 24. With more than 60% of streetwear consumers surveyed as being younger than 25, exploring and destigmatizing mental health is relevant and important for our community.
Normalizing Mental Health Awareness in Streetwear
In recent years, the sneaker and streetwear landscape has started highlighting mental awareness in the best way they know how — through their products. For decades, the talk of mental health has almost been taboo in society, and yet, with initiatives taken by Nike, Adidas and many other brands, the conversation on mental health is becoming more transparent.
This is not only evident from big brands like the ones mentioned above, but even smaller streetwear labels are making moves. Madhappy, for example, a streetwear brand based in Los Angeles is one of the few brands that have taken a stand to promote mental health, through pop-ups with mental health foundations and launching their own resource called the Local Optimist. Beyond making headlines in October for getting an investment from French luxury conglomerate LVMH, the brand is popular amongst the Gen-Z consumers for its aim to normalize conversations about mental health.
From apparel to accessories, there are plenty of ways for brands to get involved. However, one rising trend that we’re beginning to see in the streetwear space is sneakers associated with the cause.
Nike Air Max 270 React ‘In My Feels’
Elizabeth Beecroft, psychotherapist and style influencer is one of the prominent figures in this movement, as she helped to design the Nike Air Max 270 React ‘In My Feels.’ Sharing her journey of mental illness, she drew up the campaign to push the message that she was ‘in my feels and that’s okay.’
Using Nike as a platform to spread awareness, she laid the sneaker out in beautiful light green, signifying the official colour of mental health awareness. On the lateral side of the shoe, the signature Nike swoosh has been altered, instead, the lines being waved out to shed light on the reality that healing is not a linear process. Athletes like Eden Hazard consider these sneakers to be one of his favourites due to the message that it sends.
Take Care with GetDoc
Mental health awareness is important to highlight, especially in a market where the majority of consumers are young. It is crucial to normalize the conversation early so people can start acting early.
As such, Novelship has partnered up with GetDoc, a free online platform that helps people make appointments with their panel clinics and mental health practitioners nearby. The streetwear community is predominantly filled with young adults and teens, the people most affected by mental illnesses, and open to talking about it.