About Me
HI I'M CAT A GRADUATE FROM UNIVERSITY OF LEEDS.
Catherine's final year project was inspired by the need for change based around the taboo of men's mental health and the misunderstood concept of masculinity.
It is important to realise that although stereotyping is a problem which affects all genders, it must be noted that men’s 'untraditional' stereotypes are not being spoken about enough. I wanted my project to reflect this and reinforce the importance of inclusivity and how getting help should be as easy as buying an item of clothing.
INSPIRATION
MY INITIAL IDEA BEGAN FROM EXPLORING THE PHRASE 'MAN UP' AND BARRIERS MEN FACE EVERYDAY.
As clothing can help an individual express themselves, I created a leisurewear brand focused on positivity and assist men to feel comfortable in their own skin, starting with the clothes they wear. The brand is based around 3 elements: supporting individuals who need help but may not reach out straight away, educate friends and family about the signs to look for and how to help and empower individuals to feel comfortable with their own version of masculinity.
The 3 segments split into an impactful exclusive collection, to helpful resources and on and offline experiences to help create conversation around mental health and positivity. The website and social media are multi-sensory platforms covering topics of mental health, fashion, music, video content, podcasts, and Spotify playlists. My brand focuses on the generation of today by improving awareness around common mental health issues whilst targeting the consumers interests.
MY WORK
PORTFOLIOS
Main Project - Clothing Collaboration with HUMEN
Integrated Marketing Strategy for Clothing Collab
VIP Package Event Guide and Mental Health Booklet
Exclusive lanyards for VIP Package
Website available on mobile
Blog Page
What we offer
Instagram Profile
DETAIL
CAUSE BEHIND THE NAME
Kushty is an informal expression for nice, comfortable, and awesome. This is how I wanted the target consumer to feel when wearing the clothing. The short and simple word highlights the ease and accessibility of receiving help. The brand will utilise fun and playful language whilst promoting a diverse range of models and to promote the change in the concept of masculinity.
BE REAL, BE YOU
Graduate Fashion Week in partnership with:
