Fashion can quickly become a conversation starter, no matter the topic. It’s a way to express yourself, and a way to express how you feel.

Fashion can quickly become a conversation starter, no matter the topic. It’s a way to express yourself, and a way to express how you feel.

Belgian fashion designer Toos Franken agrees - mental health is an important subject. And together with her team, she takes great pride in not only creating clothes but also starting real and raw conversations. 2020 was THE year to talk about mental health, and that’s why we decided to collaborate to make an even greater impact.

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2020 was THE year to talk about mental health, and that’s why we decided to collaborate to make an even greater impact.


As a digital alternative to the Designer days that are held by Weekend Knack, we hosted an exclusive online archive sale at the end of November of 2020. For 72 hours, fashion enthusiasts could find online old collections, prototypes, and unique collector items for sale.

20% of all profits were donated to Te Gek?! an organization dedicated to breaking the stigma surrounding mental health, fostering awareness, and promoting wellbeing. What started as a low-budget initiative, with the aim to give back, resulting in an immense amount of buzz – taking brand awareness to new heights.

Everyone jumped on board - from social influencers to brand ambassadors to media outlets. The result? 500% more sales than expected and an empty virtual store in less than 72 hours.

A successful campaign. For a worthy cause.

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