Why we exist
We exist to make mental health impossible to ignore.
GTFT is not a wellness brand. It is not a safe space. It is the thing someone finally says out loud at 2am after months of pretending everything is fine.
Mental health awareness has been soft for too long. Pastel palettes. Vague reassurances. "You are not alone" — followed by nothing. We are done with that.
We name it. Depression. Burnout. Anxiety. Suicidal ideation. We name it because naming it is the first thing that helps. Then we point to something real you can do.
How it works
A brand that funds the organizations doing the work.
Every item we sell puts the message in front of more people — on streets, in gyms, on campuses, on public transit. The brand is the awareness campaign.
A portion of every sale goes directly to mental health organizations that provide real support: crisis lines, peer counseling, access programs, advocacy.
We do not make decisions about where the money goes. The artists we work with do. The people who create the work decide who gets helped by it.
The drop program
Artists choose who gets paid.
We partner with artists for limited drops. Each artist picks the mental health organization their drop supports. This is not a brand deciding where the money goes — it is the person who made the work deciding.
Artist creates the drop.
A limited run of apparel or goods built around a message they care about. No creative restrictions. The work is theirs.
Artist picks their org.
From 988 Lifeline to NAMI to a local crisis center — their call, not ours. Every drop names a beneficiary.
Drop goes live. Proceeds go directly.
A percentage of every sale from the drop goes to the organization the artist named. Transparently. No middleman decisions.
Want to collaborate on a drop?
Get in touchWhere the money goes
Organizations doing
work that matters.
These are the default recipients from GTFT's own sales. Artist drops name their own org. All of these are free, 24/7, and do not require insurance.
988 Suicide & Crisis Lifeline
Call or text 988. Available 24/7 by phone, text, and chat. The first number anyone in crisis should have.
NAMI
National Alliance on Mental Illness. Free education, peer support groups, and advocacy programs in all 50 states.
Crisis Text Line
Text HOME to 741741. Free crisis support via text, 24/7. No call required. Works anywhere there is a signal.
What we don't do
The things you won't
find here.
No pastel palettes
Mental health is not a lifestyle aesthetic. It is not calming lavender and inspirational typography.
No vague reassurance
"You are not alone" means nothing without a phone number, a resource, or a door to walk through.
No euphemisms
We say suicidal ideation, not "dark thoughts." We say depressed, not "going through something." The word is the thing.
No inspiration without action
A quote is not content. Every piece we put out points to something real you can do right now.