On World Mental Health Day, October 10, the Campaign Against Living Miserably (CALM) teamed up with UK clothing brand Topshop and its menswear collection Topman to launch a unique capsule collection. Most items of clothing feature a label with care instructions, but it’s usually tucked away inside. Here the label was displayed on the outside, but the instructions concerned mental health: don’t handle problems on your own, seek help, and in case of emergency call the CALM hotline. In a context where suicide is the biggest killer of young people in the UK, the campaign created by Havas London urges people to share their worries – and reminds others to care.