MENTAL HEALTH, UNMASKED

May is Mental Health Month, and it’s a time to do more than just raise awareness — it’s a chance to show up with honesty, vulnerability, and support.

We’re proud to partner with CMHA Calgary this year through our Unmasking Mental Health collection — created to support those who are done pretending and ready to be seen for who they really are.

For many, living with mental health or substance use challenges means putting on a brave face just to get through the day. It means hiding behind a “mask” to avoid judgment, shame, or discrimination. But pretending is exhausting — and no one should have to carry that weight alone.

That’s why this campaign is so important to us. It’s about making space for truth — even when it’s messy, complicated, or hard to say out loud. It’s about choosing connection over silence and showing up for each other in real, meaningful ways.

With every item from the Unmasking Mental Health collection, you’re not just starting a conversation — you’re helping to support systems that save lives.

20% of proceeds from the Unmasking Mental Health collection will go directly to CMHA Calgary to help provide mental health programs and support for our community.

Together, we can break stigma, raise awareness, and most importantly — remind people they don’t have to hide.

Let’s drop the mask. Let’s show up real. Let’s do this together.