start up

The Coast - - SHOPTALK -

Tim Hen­neb­ury launched his Fog Off Cloth­ing Co. brand three years ago with the aim of get­ting peo­ple talk­ing about men­tal health, but he’s had a ban­ner sum­mer. Now, he’s em­brac­ing the ad­vo­cate role, trav­el­ling around with his t-shirts, sweaters and hats, sell­ing at events and in Pseu­dio stores across the At­lantic Prov­inces and do­nat­ing 10 per­cent of sales to the Cana­dian Men­tal Health As­so­ci­a­tion and lo­cal ini­tia­tives.

Why did you think it was im­por­tant to take the brand on the road?

I think in gen­eral it cre­ates an en­vi­ron­ment for peo­ple to talk freely about their men­tal health. I’m just get­ting home from the Wharf Rat Rally. We had so many peo­ple com­ing to the mo­bile store to talk about men­tal health.

What’s the story be­hind the name?

I grew up with fish­er­men, and you can be out haul­ing your traps or haul­ing your nets or your gear and you look up and you’re in a bank of fog and your com­pass and radar are out of whack. Then you have to pick up the phone and you call your fish­ing bud­dies to get you out of the fog. That’s where I came up with Fog Off, that whole con­cept of be­ing out there in your boat. We all deal with some kind of men­tal health is­sue—whether it’s your brother, your sis­ter, your­self, your work, a boss, we can all end up in that kind of fog.

What led you to share this mes­sage via cloth­ing?

I thought it was great ves­sel to spread the mes­sage and let peo­ple know you’re not alone, you’re nor­mal. Whether you’re in a fog or not—you’re hu­man and we all deal with this shit, on an every day level.

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