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Removing the stigma one t-shirt at a time.
"We're doing this in hopes to create something that will bring a community together around the issue of mental health, which is so important to every person on the planet but is so often invisible," Reed told BuzzFeed Life.
Though speaking about mental health is often taboo in today's culture, Reed and MacNevin believe in being more open and honest about the topic. Their line features sayings like "Sad but Rad" and "Self-Care Is Not Selfish."
"We live in a world where if you break your arm, everyone runs to sign your cast. But if you tell people you're depressed, everyone runs the other way," the co-founders posted to their Instagram account.
"The tags are written by a psychologist," MacNevin told BuzzFeed Life. "It's all clinically-proven things to increase dopamine levels in your brain and feel better within a 20-minute time period. So if you're having a bad day, you can just flip your tag over on your shirt and take that next step to take care of yourself." Plus, the clothes themselves are designed to be as comfortable as possible to make each wearer feel as good as possible.
Reed and MacNevin are also tackling the stigma affecting transgender and gender-nonconforming youth. The philosophy is simple: If you like a style, wear it.
Funds are given to various different causes ranging from local initiatives to global companies. Here's more about the social impact Wear Your Label has had.
"We put out a casting call for models saying that there was no height requirement, no sample measurement restrictions, none of that. We only asked people to send us pictures of them smiling and to share their own story with mental health," Reed said.
Plus, models are never retouched or photoshopped.