Hugo Boss Australia is partnering with mental health organisation Beyond Blue, in an effort to raise awareness of and encourage conversations about mental health.

The fashion firm will provide a minimum of $100,000 to Beyond Blue’s Support Service, which is funded entirely by donations, and will use its CRM and in-store channels to promote the service while donating money for each “WEEDO2” sweats and “TCHUP” jersey sales.

The partnership comes on the heels of the lasting mental impacts of the Covid-19 pandemic, with studies reporting anxiety, depression and post-traumatic stress all increased since the pandemic began.

“The global pandemic has more than ever highlighted the importance of mental health and the critical support needed around it, and we continually look at fostering meaningful relationships to help the community that we serve,” said Hugo Boss Australia managing director Matthew Keighran.

“As an advocate for mental well-being and the fundamental need for self-care, especially in times of adversity, this partnership is very close to my heart.

“Just like many Australians, my team and I were no strangers to the mental, physical and emotional toll of 2020.”

Beyond Blue chief community officer Patrice O’Brien said the organisation is proud to be partnering with Hugo Boss.

“Partnerships with businesses such as Hugo Boss strengthen our work supporting the community through what has been an especially challenging period,” O’Brien said.

“Throughout the pandemic, we’ve seen more and more people contacting our services for support and we see this as a good sign. It means people are increasingly comfortable talking about their mental health [and] are taking steps to manage their mental health and wellbeing, and that’s never been more important.”