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We promise to give £10 to Mind charity for every jacket sold, from our pocket not yours, whatever the price it's sold at.

Why? Businesses and brands can in a small way, promote kindness and DO good, not just sell stuff, or make things worse. Can't they? Shouldn't they?

We feel all businesses should give back. Not just monetarily, but in thoughts and deeds. We have a responsibility to act better, because businesses are human organisms and brands can have a worrying amount of power to do good, or bad.

Plus, selfishly, it makes us feel better about selling, err, jackets. They're great jackets, but they won't save the world. They're just jackets.

We can help attitudinally as well as practically. For us, that might mean talking in accessible, unfiltered ways about real, fallible, strong but equally fragile people. We've all suffered tragedy and pain. Some much more than others. We can show empathy and we can DO empathic things.

It means, without finger wagging or becoming hectoring in tone, that we address important issues like toxic masculinity, trolling, mental health, women's rights and a bunch of other vital stuff. Hopefully in an engaging, entertaining (if appropriate) and humane way.

With the £10, we wanted to do 'nice things' but it felt too wooly. One thing we've learnt in years of doing this is be clear, to yourself and to others. It's best to make a definite commitment. If times are tough, we stick to it. Done.

We're talking to charities about working with them. Not just to give them money but to help out. How is not settled, but we do know we're most interested in the human side of charity work: Disadvantaged or abused kids, mental health, disability and our personal obsession... creating opportunities and positive relationships for kids that have little or nobody to cling to. That one interaction, loving act or person who change a downward trajectory into an upward.



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