"We're honoured to partner with Cotton On Foundation for our first global campaign amplifying our mission to build a kinder, braver world together," says Lady Gaga, co-founder of Born This Way Foundation.

"We are constantly working to uplift the stories of young people worldwide and, through this partnership, we invite everyone to practice kindness and learn how to better support one another. Our research tells us that kindness is one way we can support each other's mental health," adds Gaga.

The two organisations came together to create a range of limited-edition products available from Friday, 1 September to Tuesday, 10 October 2023, with Cotton On donating 100% of the net proceeds to Born This Way Foundation.

This makes Cotton On one of the biggest corporate contributors to global youth mental health resources and support in 2023.

Customers can purchase items online and in select stores globally, such as:
  • caps
  • T-shirts
  • tote bags
  • stationery, and
  • denim jackets.

The 'Kinder, Braver, Together' product design was inspired by Born This Way Foundation's mission of supporting youth mental health and working with young people to build a kinder, braver world. According to the foundations, this is an ethos shared by the Cotton On Foundation on its journey to create a world where everyone can thrive.

"We are grateful for the support of Cotton On Foundation and the opportunity to expand our collective impact worldwide,' says Cynthia Bissett Germanotta, president and co-founder of Born This Way Foundation. 

"Every day, we witness young people worldwide leading and transforming the discussion around mental health and calling for increased resources to support themselves, their peers and their communities. We hope this partnership will accelerate the delivery of tangible resources, skills and grassroots support necessary to build kinder, braver communities that value and improve mental health," adds Germanotta.

"Cotton On's purpose is to make a positive difference in people's lives, and it is partnerships like this that will deliver significant impact on a global scale," says Peter Johnson, CEO of Cotton On.

"Recently, our team and customers told us that mental health was increasingly important to them and our foundation set out with the commitment to help 10 million people gain access to mental health services. Born This Way Foundation, an organisation that shares our values, is a critical partner in making this goal a reality," adds Johnson.

Cotton On Foundation was established in 2007. It has raised over AUD$170-million to support youth globally and is proud to be expanding its impact in the mental health space through this collaboration.

Beyond the product line, the collaboration will also support Born This Way Foundation initiatives including the Be There Certificate, which is a free online course created in partnership with Jack.org.

The certification aims to provide participants with the knowledge to support peers facing mental health challenges. To ensure widespread impact, this partnership also calls on young people globally to nominate local mental health organisations in:
  • Australia
  • Brazil
  • Hong Kong
  • Malaysia
  • New Zealand
  • South Africa
  • Thailand
  • the United Kingdom, and
  • the United States.

Selected nominees will receive funding up to R2 500 000 (USD$150 000) per country as part of Born This Way Foundation's Kindness in Community Fund. This expands the availability of resources to support mental health in communities where Cotton On operates.

"We are passionate about building supportive communities where collectively we can create positive change," says Tim Diamond, general manager of Cotton On Foundation.

"Our unique fundraising model brings our team and customers together to give back — it's pretty incredible. When we established our foundation 15 years ago, we never thought we would be where we are today," adds Diamond.

"We are proud and humbled to be partnering with Born This Way Foundation to increase access for young people to mental health resources and positively impact the communities where we live and work," Diamond says. 

Cotton On Foundation and Born This Way Foundation say that they aim to impact young people globally and ignite a transformative movement that prioritises mental health and gives younger generations the tools to take action.

The foundations conclude that one in seven young people aged 10-19 worldwide experience mental health challenges, particularly depression and anxiety. Many of these individuals are unable to access support services. 

The partnership seeks to increase community-based mental health resources for young people and foster kinder communities, leading up to World Mental Health Day on Tuesday, 10 October.

For more information, visit www.cottonongroup.com. You can also follow Cotton On Foundation on Facebook, X or on Instagram.