H&M has launched the ‘Explore Your Nature’ campaign to highlight how sportswear and physical activity can positively affect mindfulness and male mental health.
In collaboration with men’s media brand The Book of Man and suicide prevention charity, Campaign Against Living Miserably (CALM), the clothing brand has released a collection of 41 garments with the intention of inspiring men to embrace the outdoors and “start a wellbeing journey”.
The campaign’s selection of clothes, fronted by broadcaster Roman Kemp and poet Hussain Manawer, will include “lightweight, versatile and modular” garments such as cargo vests, cross-body bags, t-shirts and fleece jackets.
H&M will also donate 10% of UK sales from the sport hiking range to CALM.
“The ‘Explore Your Nature’ campaign aims to redefine the masculine narrative and break down toxic masculinity messaging, as well as mental health stigmas – focusing on a three-part film highlighting how important it is for men to talk,” H&M said.
In the campaign film British Black explorer Dwayne Fields, quadriplegic veteran Mark Ormrod and eight men will trek from London to Epping and talk about their individual experiences of mental illness.
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The Book of Man co-founder and commercial director, Mark Sandford said: “H&M whole heartedly share our vision that there is more than one way to be a man and that difference should be celebrated.”
“It has been a truly amazing experience to work with H&M and CALM to show that anyone can get outdoors to support their own mental health and reconnect.”
CALM CEO Simon Gunning added: “Look around and you can see that masculinity today can take on many shapes and sizes. It means lots of different things to different people, and that’s a really good thing.”
“That’s why we’re delighted to partner with H&M and The Book of Man, to show that no matter who you are, or where you’re from, getting outdoors and being with people is essential to our lives and happiness.”
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