The brand's 'Deload' salon encourages men to talk about their mental health in a comfortable environment.
Gymshark‘s decision to open up a barbershop in London may seem like an unlikely business venture. However, it’s part of a plan from the sportswear brand to encourage men to look after their mental wellbeing, as well as their physical health.
The British brand’s “Deload” pop-up will run for seven days in the trendy Shoreditch area, providing a “non-judgemental safe space” for men to open up to professional mental health-trained barbers. And, of course, they can get a free trim while they’re at it too.
The “Deload” Barbershop will host haircuts, one-on-one-chats and panel discussions across the weekGymshark, CALM
It’s part of a bigger content-based campaign from the business, which encourages young people to look after their mental health, providing content, stories and advice from wellbeing experts and medical professionals.
A safe space for men
Working with charity Campaign Against Living Miserably (CALM), Gymshark conducted research which found men were more comfortable opening up to to their barber than a therapist or doctor.
In the U.K., CALM’s data shows 125 people a week die by suicide, and 75% of all U.K. suicides are male. The organization, which just last month invested in its biggest ever suicide-prevention campaign, exists to change this by provoking conversation, running life-saving services and bringing people together.
To support these efforts, Gymshark is running with the idea that “weight belongs in your hands, not your head,” partnering with CALM get more men talking about their mental health in an environment that they feel comfortable in. All staff at the salon were trained by 12th Man, which offers free education for businesses and interest groups to help men make mental health part of their everyday conversation.
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