In Review

Maison de Choup: ethical clothing down to a Tee

How a fashion label born from anxiety is helping Kate Middleton fight the stigma of mental illness

Trendy tops with a message have come a long way from the days of Wham!’s Choose Life or Frankie telling us to relax, but one emerging fashion house is taking it even further.

Maison de Choup creates luxury separates with a social conscience. Born out of artist founder George Hodgson’s fight to overcome crippling anxiety, its edgy range of T-shirts and hoodies are created to help raise awareness of mental health issues. Not only that, 25% of the proceeds from its latest Warrior collection is donated to YoungMinds, the mental health charity supported by the Duke and Duchess of Cambridge and Prince Harry. 

“The Warrior collection is really powerful and empowering,” George, who spent three years fighting anxiety and OCD (obsessive compulsive disorder), tells Portfolio. “It’s so special to me because it’s so close. We are warriors, free to exist. It’s about positivity and showing how we’re stronger than our mental health problems.”

Created on 100% organic ring-spun combed cotton for a soft, luxurious feel, the minimal designs are an artistic interpretation of the fight against mental illness – a stylish take on slogan tees. The fashion-forward quality and strong social message last year saw Maison de Choup win the British Fashion Startup Award as well as praise from the likes of Vanity Fair.

After walking the runways of Dior, Michael Kors and Haider Ackerman, slogan T-shirts were the hit of spring and summer and have no intention of fading away now the nights are drawing in. With Maison de Choup, you can send out a message that has royal support.

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