Our story
THREE FRIENDS. ONE MISSION.
Born from lived experience, friendship, and the belief that when we remove shame, we create space for healing.
where it started
Chapter one
IT STARTED WITH A CONVERSATION.
Wear What You Feel was founded by three friends who have each faced their own mental health struggles - in relationships, friendships, identity and life's many pressures - and who know what it feels like to carry things silently because talking about them once felt shameful. Through honest conversations with each other, we discovered that vulnerability creates connection, and connection creates healing.
wear your story
Chapter two
WHY STREETWEAR.
In a world that moves fast and demands even more, we felt called to create more than just a streetwear brand. We created a movement rooted in emotional honesty, self-expression and subtle but powerful design that makes people feel good while gently opening the door to conversation. What you wear can be a reminder that you are not alone, that your feelings are valid, and that it's safe to speak them out loud.
The founders
THE THREE MATES.
We're here to wear it. To feel it. To talk about it. And to support each other wrapped in love.
Justine
Founder & CEO
Leeann
Co-founder & Creative Director
Gabrielle
Co-founder & Human Connection Lead
Where the money goes
10%
OF PROFITS GO TO MENTAL HEALTH
Where your purchase goes. Every order helps us get closer to our first community donation. As we grow, we'll share exactly where every dollar goes, the organisations we support, and the impact we've made together. Our Promise: Every donation. Every update. Complete transparency.