The creation of our suicide prevention foundation was influenced by our inspirational apparel brand because of our mission to inspire and motivate people to live life and take risks. We keep the brand integrated because of the importance of making a decision.
We never really mentioned suicide to customers since we didn't want to exploit my experience with the loss of my brother from suicide. But then I realized that my conversations with people about it helps people.
Most suicide prevention organizations have a reactive approach and wait for you to have suicidal tendencies. After speaking to hundreds of people, we believe that it's more effective to have a proactive approach by speaking to people before they even come close to having suicidal tendencies.