Maison de Choup: ethical clothing down to a Tee

How a fashion label born from anxiety is helping Kate Middleton fight the stigma of mental illness

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(Image credit: Copyright: Saskia Lawson)

Trendy tops with a message have come a long way from the days of Wham!’s Choose Life or Frankie telling us to relax, but one emerging fashion house is taking it even further.

Maison de Choup creates luxury separates with a social conscience. Born out of artist founder George Hodgson’s fight to overcome crippling anxiety, its edgy range of T-shirts and hoodies are created to help raise awareness of mental health issues. Not only that, 25% of the proceeds from its latest Warrior collection is donated to YoungMinds, the mental health charity supported by the Duke and Duchess of Cambridge and Prince Harry.

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