Autumn arrivals are weeks away & we're already running very low.



If you’re struggling or having suicidal thoughts, Campaign Against Living Miserably's (CALM) free helpline & web chat is open every day from 5pm until midnight.

You can chat to a trained member of staff who are there to listen, inform and signpost.

No matter who you are or what you’re going through, CALM's helpline is free, anonymous & confidential.

To speak to CALM, call 0800 58 58 58, or connect via the CALM web chat here.

If you need immediate help, please call emergency services on 999 or The Samaritans on 116 123.


Life can be just as tough as it is beautiful. Sometimes very tough. We all go through hard times, sometimes they can break us. There's no shame in that.

In 2017 our founder Nick suffered a nervous breakdown that made him suicidal. It is something he is completely honest about.

You too can speak without stigma or judgement, like him. Say your pain. Start important, sometimes life changing conversations.


Nick's Story

In May 2017 our founder Nick’s first business failed. Burnt out, exhausted, up to his eyes in debt, humiliated, he had a nervous breakdown and became suicidal.

Despite being an emotionally open person, even he hid his feelings, out of shame and worry that he’d burden his family.  

Once Nick recovered he feared for other people who felt they couldn’t talk about their mental health, due to fear & stigma. Determined to make use of what had happened, FRAHM was born from everything Nick had learnt.

Thus, FRAHM talks honestly about mental health and the struggle (hence “tough beautiful”) of real life, instead of common marketing messaging that says "you're not good enough, buy this", which only makes people feel worse.


We collaborate with CALM to unite everyone against suicide, and help more folk reach out, to talk when they're struggling.

CALM offers practical suggestions for all of life's problems - whether that's anxiety, relationship concerns, health worries, money worries or suicidal thoughts.


Each year we create a new embroidered artwork, with a visual mental health message.

This label is our stamp of authenticity. We only make each style once a year, so we create a new collaboration with an artist, for each year.

For 2024, we asked Tom Clohosy Cole to create his interpretation of a thoughtful mental health theme.

It is a reminder that life can be hard, but is beautiful. To talk to someone.

And of course, CALM's contact details are on there too.

Previous Artists:

2018 to 2021 - No artwork

2022 - Jamie Gallagher

2023 - Kareen Cox

I am burning out. I can feel it. It's easy to just 'push through'. It's not easy for a founder to ignore the guilt and stop. But if you run the engine too hard, for too long, it'll catch fire.

  • 1 min read

We all feel fear. We all get nervous. We all worry. I do.

But these natural, necessary feelings, if not managed or resolved, can become a trend. A way of being.

Here's what I do, bit by bit, to manage stress and anxiety. 

  • 7 min read
We have a new official charity partner in CALM, or Campaign Against Living Miserably, the UK's biggest suicide prevention charity.

We will be giving them our £10-per-jacket donations. We've raised over £43K for charity since we started, so we hope this will make a difference to a cause that's very dear to us.
  • 2 min read

Every year, most of us start an endeavour on New Year’s Day. We steel ourselves. Gird our loins. Prepare to push through and nail it, teeth gritted.

Sounds tough, but why, when it could be beautiful, enjoyable even? 

  • 8 min read

Christmas can be the hardest time. 

Hopeful & comforting words.

  • 1 min read
Medication stigma shouldn't exist, but it does. That's why we're fully behind the #postyourpill movement. Taking steps to improve your mental health takes courage and is never something you should feel ashamed of.
  • 2 min read

Look for FRAHM garments, or articles