A mindful re-launch…th;inkers project

During Mental Health Awareness Month it is especially heart-warming to hear the personal stories that inspire our fundraisers to support Manchester Mind. We attended the relaunch of Dan and Charly’s new brand the th;nkers project, a lifestyle brand that shares our aim of inspiring people to talk more openly about their mental health, whilst raising essential funds for our charity.

We asked Dan and Charly a few questions about their journey….

Can you tell us about the concept behind the th;nkers project?
Both: ‘Thinkers’ describes us as individuals perfectly. Ever since we first met back in high school, we’ve always had a skill for thinking outside of the box and questioning things rather than just accepting them at face value. As you can imagine, that wore pretty thin on a couple of our teachers… (Sorry Ms.Billington) Call it intrigue and the desire to know more, or just playing devil’s advocate. Either way, we’re always thinking.  Replacing the ‘i’ with a semicolon was intentional. For those who understand what it means in the context of mental health, it acts as a subtle reminder of why we started and our values. I’ll leave it up to you to research that one. The term ‘project’ resonated with us because essentially that is exactly what this is, a project. We’re creating something that’s hopefully larger than just flogging a few t-shirts to our mates for some quick cash, and we want our customers to come on this journey with us; To be a part of our community and build something our year 11 maths teacher couldn’t hate.

What are your motivations for linking with Manchester Mind?
Both: A few years ago, we lost one of our best friends at the age of just 19 years old. Ever since, we have been dedicated to not only remembering him but also doing what we can to open the conversation around mental health, especially in young adults.  Living in Manchester and being closely affiliated with the city for many years, we wanted to work with a local, independent charity. We were aware of Manchester Mind already, through our own experiences and recognised the incredible work they do.

Have you faced any challenges in developing your brand campaign?
Dan: Our biggest challenge, like many others, was starting. We were so hesitant to launch, because we’d spend hours looking at all these massive companies in our industry with inspirational leaders & CEOs and scare ourselves into thinking we’d never be good enough. But then you realise that everyone you’re idolising, had to start once too.
Charley: One of the biggest challenges we’ve faced is standing out in a crowded market where new brands emerge on social media every day. However, we firmly believe that if you have a unique message and truly stand by your values, you will find your audience. For us, that means advocating for mental health. Our goal is ambitious—we want to help as many people as possible—but even if we reach just one person in their time of need, that’s a monumental win. It’s a reminder that even small victories can achieve the purpose we set out for from the very beginning.

What have you learnt from the charity experience?
Dan: Community above everything else. It’s almost unexplainable, but there is an emotion or vibe you feel when you’re with people who truly support the vision and what your brand stands for. It’s inspiring. The support we’ve had from Manchester Mind has allowed us to do some pretty cool things and in turn, helped us foster a community of friends and customers who are massively important to us. Without the recognition and partnership from a charity, we don’t think we’d have been able to engage with our community on the same mutual level that we do.
Charley: One of the most impactful moments for me was our Snowdon Walk fundraiser in 2023. That day was a powerful reminder that what we are doing truly resonates with people. Seeing the support and enthusiasm from everyone involved reaffirmed that we are on the right path. It showed us that our mission to support mental health is not only necessary but deeply valued by the community.

Your advice to anyone thinking of starting a mental health themed brand?
Dan: Even if you’re scared of failure, It’s a win win. Worst case, you decide the brand isn’t working and you want to do something different. By which time, you will have created some memorable experiences, met like-minded people (potentially new friends) and learnt first-hand lessons about running a business that you won’t get from any textbook. All whilst maybe raising some money for an incredible cause that you believe in. When the brand’s impact reaches further than just the owner’s personal wants, it’s never going to have been futile. Don’t worry about the future or insignificant reasons not to do it; Just go for it!
Charley: Keep it real and stay true to what you believe in. It’s the little things that often have the biggest impact. And don’t stress about trying to do everything at once; take it one step at a time. Every small win adds up, and you never know how much of a difference you’re already making.

How do you see the next 2 years unfolding for the th;nkers project?
Dan: I’m not too sure how to answer this one. I never visualise what the complete wall may be like, I just try to look at things brick-by-brick (Pardon the extremely cheesy, yet philosophical analogy.) There are so many variables in that time which could completely change our course or momentum. But as long as we can look back in 24 months and say with complete conviction, that we’ve stayed unapologetically, authentic to ourselves. Then I’ll be happy regardless.
Charley: Since we’re still in the very early stages, I’d be lying if I said I had a detailed plan. What I do know is that our focus will be on creating great clothing and building a strong, supportive community. The rest, we’ll let unfold naturally. Hopefully, if you ask me this question in 12 months, we’ll be one step closer to achieving the goals we’ve set out to accomplish.

A huge thank you to th;nkers project for supporting us and shining a light on mental health during Mental Health Awareness Month. Your continued kind support is invaluable and we’re excited to keep working together to make a difference.

If you are feeling inspired after reading Dan and Charly’s journey, there are many ways to get involved – whether its donating, fundraising or simple spreading the world. Together we can continue supporting mental health in our community.