Behind The Label - Label I

The Inspiration

In today’s loud world, mental fitness is the quietest of luxuries - completely invisible to the outside world. A select few earn this luxury through rigorous and consistent exercise. Rather than chasing exterior praise, they pursue internal self-actualisation. They are Mental Fitness Athletes.

 

The Design

Our first label, Mental Fitness Athletes, is inspired by the invisible but real contrast between our inner and outer world. After seeing thousands of brain MRI scans we were inspired to create our "MRI" print motif, which runs consistently throughout each piece. We sought to represent individuality by using a different cut and placement of this print on each individual garment. This is contrasted to the outer of each piece, which bears a deep and uniformed obsidian black.

 

The next asset is the label's branding, which has been intentionally designed to evoke a conversation around perspective and visibility.

Lastly, we turned to quality fabrication, ensuring that each item is also a uniquely valuable performance piece. Each has been through months of iteration and testing to ensure that the fabric brings something functional and unique.

The Purpose

Harking back to the story and inspiration of the label, the Perspect Foundation is giving 5% of this label's profits to Mind UK, a leading mental health charity. We are incredibly proud of this first partnership and being able to support such an honorable organisation.

More information can be found about Mind and the incredible work they do at https://www.mind.org.uk/.

The real luxury is mental fitness.