Branding for a Cause - Heia Mental Helse
Having been part of the fashion industry for decades, we at Trimco Group know that the impact of what we create goes far beyond labels and trims. At its best, branding has the power to add meaning, connect people, and support initiatives that extend well beyond the product itself.
Recently, our Swedish team had the opportunity to partner with the Heia Mental Helse initiative, a Norwegian non-profit initiative that brings together the fashion and communication industries to create awareness and support for youth mental health.
Giving Apparel a Second Life
Deadstock remains one of the fashion industry’s most persistent challenges. High-quality garments are often left unused, despite the resources, craftsmanship, and creativity already invested in them.
Heia Mental Helse is changing that narrative. By collecting surplus garments from established Norwegian brands such as Holzweiler, byTiMo, Envelope 1976 and others, the initiative transforms existing pieces into a curated collection with a new purpose.
Each garment is reintroduced to the market as part of a limited release. Because the collection is based entirely on existing stock, availability is naturally restricted in both styles and sizes, making each item a rare find.
All proceeds from the collection go directly to Mental Helse Ungdom, supporting initiatives that promote mental well-being among young people and help drive greater openness around mental health.
A Project Driven by People
The initiative is built entirely as a non-profit, volunteer-driven effort, where all parts contribute without commercial gain. From creative direction and campaign production to logistics and communication, every element of the project has been made possible by people donating their time, expertise, and resources.
Professional models, photographers, stylists, agencies, and production teams have all participated on a voluntary basis. Even the campaign visuals and branding were developed without budgets yet executed at a level comparable to leading commercial fashion campaigns.
The project was initiated and led by Charlotte Kristoffersen, Kristine Nergaard, Arnt Magne Heggli, and Arne Andreas Opheim. They are professionals with backgrounds in branding, design, and communication, united by a shared ambition to create impact.
As the founders explain:
"Heia Mental Helse is powered by people who want to use their voice and platform for something that truly matters. By coming together, we can turn existing resources into something that creates both awareness and tangible support."
When Fashion Becomes a Conversation Starter
Beyond fundraising, the ambition of Heia Mental Helse is to create dialogue. Each garment carries a message about reuse, but also about openness, community, and the importance of mental health.
The project is designed to act as a conversation starter, helping to lower the threshold for discussing mental health and reducing stigma, particularly among young people.
By combining fashion with a social purpose, the initiative demonstrates how the industry can use its influence to engage audiences in topics that truly matter.
Branding with Purpose
For a project like this, maintaining the authenticity of each original garment while introducing a new, unified identity was essential.
Our role was to develop a subtle yet distinctive branding element; a label that identifies each piece as part of the Heia initiative, without compromising the integrity of the original brand.
The result is a minimal, carefully considered solution that brings cohesion to a highly diverse collection, while supporting a professional presentation of the garments.
As the Heia team shares:
"The labels from Trimco Group give the collection a unified identity. They allow us to present the garments professionally, while staying true to the spirit of the project."
For Trimco Group, this collaboration highlights how our core expertise can support initiatives beyond traditional commercial frameworks.
It is a reminder that even the smallest component, like a label, can play a role in enabling larger ideas. Congratulations to the team at Heia! We’re excited to see where the initiative is headed next.
Learn more about the project at www.heiamentalhelse.no
Read the project feature on Elle.no.