MadHappy

Summary

Madhappy is a American clothing and lifestyle brand that creates products, content and experiences which drive conversation around mental health. What began as a singular word in LA in 2017 has since grown into a community and an ideology. The brand is centered around optimism both locally and worldwide and was created with the intention of designing products and experiences that uplift people physically, mentally and spiritually through digital and physical content and activations. Since its launch the fashion brand has been worn by celebrities and cultural influencers including Dua Lipa and Cardi B among others.

History

2017. Los Angeles. Noah Raf, Peiman Raf, Joshua Sitt and Mason Spector co-founded a fashion brand where the design aesthetic of hoodies, track pants and basics promote positivity. Co-founder Mason had personally struggled with mental health which helped the other founders to see how big mental illness is with young people and chalk out how their fashion brand could help in shifting the dialogue surrounding mental health.

With ethical fashion as the base- Madhappy produces collections in Los Angeles using the best materials including French Terry fleece made in factories that take proper care of their workers. Starting with online launches and only a few items including a T-shirt and a hoodie that said “Madhappy” on them, they quickly added sweatshirts, hoodies, crewnecks, puffer jackets and sweatpants accessorised with tote bags, caps and pins.

Madhappy reportedly secured a substantial investment in their first round of seed funding to take the vision to the next level. Today the fashion brand is using this capital to relaunch its website with a new selection of basics and a mental health and wellness blog. The site includes interviews with celebrities and influencers addressing mental health and now a podcast and panel discussions is on the cards.

“Madhappy is a community of optimists. The brand and everything we do is centered around positivity. To that extent, our goal is to create products and experiences that uplift people physically, mentally and spiritually. We do this with a strong focus on mental health awareness both through our online and in-store activations and through the products we release..” Peiman Raf told CFDA.

Realizing they wanted to make their larger mission around mental health awareness the founders felt they needed to do more than just retail apparel and accessories with positive messaging. Very early on the four young men realised that pop-ups would work well for the brand because they wanted to create an inclusive community. Since its launch- Madhappy has created immersive pop-ups in LA, New York, Miami and beyond.. partnered with Los Angeles eatery Jon and Vinny’s on limited edition items.. and developed a cult Instagram following with consumers who identify with the brand vision.

In recent times, Madhappy launched a Mental Health Awareness capsule collection of heritage crewnecks and vintage tees. In sync with its mission to make the world a more optimistic place and help people pursue a better version of themselves and the world around them- the capsule launch runs alongside “The Local Optimist”- an online collaborative that envisions breaking down the stigma of mental health. However- in addition to designing and retailing products and hosting community-driven events, the fashion brand partners with mental health organizations whose missions align with theirs, including Jed Foundation. As also with schools and scientists- all the while building a resource center on their official website for people dealing with mental health issues. Next was the unveiling of The Madhappy Foundation™ – a non-profit organization. One per cent of proceeds from every sale benefit the team’s efforts to raise awareness and fund research.

Per the official website, “While we are not experts or medical professionals we hope to serve as guides – raising awareness and accessibility so that people can better identify what they’re going through and seek help when needed. Mental health affects us all, and the sooner we view it as a normal part of our everyday lives, the sooner we can get people the support they need.” The business acumen is on point. In August 2019 LVMH Luxury Ventures- the investment arm of the conglomerate that owns Louis Vuitton, Dior and other brands- led a $1.8 million seed round that also included designer Tommy Hilfiger, Norwegian DJ Kygo and the founders of salad chain Sweetgreen.

Mission Statement

The brand mission is to make the world a more optimistic place. In addition to its products Madhappy also launched The Madhappy Foundation- a non-profit organization- with a mission to improve mental health. Through The Madhappy Foundation one per cent of the brand’s proceeds from every sale benefit efforts to raise awareness, fund research and positively impact the mental health movement. Madhappy has partnered with The Jed Foundation, Project Healthy Minds and The University of Pennsylvania’s Positive Psychology Center for conversations, research and efforts focused on mental health.

The fashion brand also announced the establishment of The Madhappy Foundation Pediatric Psychiatric Fund in partnership with Vanderbilt University Medical Center aiming to develop a childhood anxiety screener. In addition to monetary contributions, Madhappy has launched out-of-home billboard campaigns for mental health initiatives including Mental Health Awareness Month and World Mental Health Day. In 2023 Madhappy launched a print magazine that focuses on mental health awareness, wellness and art.

Vision

The fashion brand’s co-founders envision using Madhappy as a sounding board to spread awareness about mental health issues as far as possible. This is done through stylish apparel with witty design and slogans for the millennial set- immersive pop-ups worldwide- and their own website where they retail apparel and also host panel talks focussing on mental health.

Products and Services

The fashion brand is committed to tackling mental health through hoodies, track pants and basics that promote positivity through bold colors and branding. Since its launch, Madhappy has amassed a cult Instagram following with customers who identify with the brand messaging and products. MadHappy is also relaunch its website complete with a new basics line and a health and wellness blog that focuses on mental health and wellness. The site will include interviews from celebrities and influencers addressing mental health, a podcast and panel discussions.

Recognition and Awards

MadHappy is recognised for designing and retailing products with positive messages that create mental health awareness. The fashion brand also hosts immersive pop-ups worldwide and has launched a website to retail its products and host a health and mental wellness resource blog.

Key Team

Madhappy’s four co-founders Noah Raf, Peiman Raf, Joshua Sitt, and Mason Spector form the key team of the fashion brand.

References

• Official Website MadHappy
• Madhappy Wants to Talk About Mental Health. Are You Listening? Elle
• MadHappy is the Fashion Brand Building a Positive Community Using Hoodies And Tees Teen Vogue
• Madhappy, An Optimistic Approach To The Millennial Generation Forbes
• Facebook account of MadHappy Facebook
• Forbes profiles MadHappy Forbes
• Why venture capitalists doesn’t always make sense for Fashion Vogue Business
• LVMH Invests in a Gen Z Streetwear Brand BoF
• Twitter account of MadHappy Twitter
• How good vibes won fashion GQ
• MadHappy is the label bringing optimism to Fashion CFDA
• Everyone Loves Sweatsuits and Fashion Is Cashing In
• Instagram account of MadHappy Instagram
• LVMH invests into Madhappy Retail In Asia
• Even Dua Lipa Can’t Resist a Tie-Dye Sweatshirt Vogue Business
• The MadHappy Foundation MadHappy
• LinkedIn account of MadHappy LinkedIn
• The Local Optimist MadHappy
• Madhappy Hosted an Aspen Weekend to Get High on Life and the Outdoors Vogue
• The MadHappy Podcast MadHappy