The challenge:
The brand had to embody everything that comes with reassurance, it had to be soft like a hug but heavy like a gravity blanket, whilst being breathable and comfortable. Meanwhile, the messaging had to be supportive and empowering. With the help of Avid, Demetrius found the hoodie that embodied all of the above and more.

The solution: 
Understanding that some people use hoodies to cover up self harm scars, we decide to embroider You Matter’s brand mantra “I feel weak, but I know I’m strong” on the inner wrists. In the process of covering those scars, Demetrius hopes the saying replaces them with something beautiful so they are not just reminded of how weak they once felt, but reminded of how strong they truly are.