IDENTITY Launch Recap

The start of a business journey and a brand.

We created, we prepared, we launched. The anticipated gallery event in collaboration with Redefining Normal came with much success on the night of May 5. This celebration of community lifted up those living with mental illness—a portion of the population often overlooked and unseen. A night full of food, conversation and free giveaways, of course.

In addition to the great turnout, ProneToWeakness made its debut collection available on the day of the gallery, both in person and online. This 2-t-shirt capsule garnered much positive feedback and some great sales—a lasting milestone for the bigger and better things to come this season.

Our mission as the "anti-mental health" mental health brand is to express in a raw and real way what has long been sugarcoated. At IDENTITY, we did just that. Awareness matters—but more importantly, its HOW we spread that awareness. Are we spreading feel-good messages in an effort to avoid real life accounts of trauma and suffering? Are we using buzz words like "meditate" and "self-care" to put a veil over the crisis that plagues our communities? We reject these notions. In order to truly progress, we need to admit where we are right now. Not what recovery ought to look like.

Explore photos of the evening below. Photography courtesy of Film World Motions.