The Norwegian ethical fashion brand HØST & VÅR (which means ‘spring and autumn’ in English) is making mental health campaigning a key part of its business. Founded by mother and daughter team of Elsa Fredrikke Nedrebø and Gunn Auglend Nedrebø, HØST & VÅR makes a charitable donation to YAM: Youth Aware of Mental Health for every purchase made and on behalf of customers using hashtags about YAM on social media. YAM is a classroom-based program which encourages young people to learn about and openly discuss mental health. The program enables solidarity, peer support, and the consideration of different approaches when faced with life challenges or mental health concerns. YAM has been found to be successful in reducing new cases of depression and severe suicidal ideation.
Mental health has been an important cause for HØST & VÅR since Elsa was diagnosed with bi-polar disorder. She explains: “When I was young mental health and developing an ability to control feelings was not part of our learning, and this has been an issue of huge personal struggle for me. I wish to offer access to this type of learning and experience to the youth of today and YAM is the perfect collaborator to help me to contribute in this way.” “My journey involves the development and sharing of my voice and my values, that I express through the platform that we have created in fashion.”
HØST & VÅR’s manifesto also includes a commitment to cruelty-free sourcing. The team has eliminated silk, leather, conventional cotton and products produced using toxic dying processes. Instead they have opted for fabrics such as vegan and biodegradable cupro, organic cotton, recycled denim, cruelty-free alpaca wool, and they are searching for new sustainable fabric innovations to support. Their sourcing and production is 100% European. Garments are designed to be cross-seasonal and to appeal to all ages. A new collection will be available in September.