September 21, 2020

Self-Care Is for Everyone and the Business of Viral Mental-Health Merch

“I know there’s bummer stuff everywhere and it’s hard not to feel helpless sometimes,” Disney Channel alumna Debby Ryan wrote to her 15 million Instagram followers in a caption last March. “But your energy’s more valuable spent on the things you can do something about.”

The accompanying photo, a smiley selfie, was not unlike those that occupy Ryan’s feed. What was notable, though, was the sweatshirt Ryan was wearing in that pixelated rectangle: a dove grey crewneck emblazoned with a rainbow and doodly text that states, “You Are Enough.”

While Ryan didn’t tag the brand behind the pullover, fans (as fans are wont to do) tracked it down immediately. And today, you can get your own version for $39.95 courtesy of Self-Care Is for Everyone, a Philadelphia-based advocacy organization and apparel retailer that aims to make healing resources, reminders and experiences more accessible for, well, everyone. Right now, that’s to the tune of the more than 900,000 people who follow Self-Care Is for Everyone on Instagram alone.

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