Finnish brand CupofTherapy secures Hot Topic retail partnership for Mental Health Awareness Month

The Finnish lifestyle brand CupofTherapy is drawing attention to the importance of wellbeing and mental health this Mental Health Awareness Month thanks to a new retail partnership with Hot Topic.

Under the new partnership, more than ten t-shirt designs taking inspiration from the artwork of CupofTherapy will launch to the Hot Topic website as part of a deal brokered by CupofTherapy’s North American agent, FanGirl Consulting and Brand Management.

The Finnish brand aims to introduce important themes of wellbeing and mental health through its distinctive and approachable animal figures. Its drawings and thoughtful messaging are developed as a combined effort by psyhotherapy professionals Antti Ervasti and Elina Rehmonen, alongside the internationally recognised artists and illustrator, Matti Pikkujämsä.

CupofTherapy carries the mantra ‘mental health made visible’ as it looks to encourage people to reflect on their life and find comfort, encouragement, and joy in simple things, as well as acknowledge the importance of dialogue around important mental health issues.

“We’re excited to work with Hot Topic on a retail program to further mental health awareness,” said Anita Castellar, CEO of FanGirl Consulting and Brand Management. “After the year that we have all been through, a cup of therapy is in order for all of us.”