Australian-born fashion and lifestyle brand Cotton On have partnered their philanthropic arm, Cotton On Foundation with US-based non-profit Born This Way Foundation, founded by Lady Gaga and her mother, Cynthia Bissett Germanotta, in 2012. Together, they aim to raise $5 million USD for global mental health, with R2 500 000 being donated to provide mental health support for youth in South Africa. 

“We’re honored to partner with Cotton On Foundation for our first global campaign amplifying our mission to build a kinder, braver world together,” said Lady Gaga, Co-Founder of Born This Way Foundation. “We are constantly working to uplift the stories of young people worldwide, and through this partnership, we invite everyone to practice kindness and learn how to better support one another. Our research tells us that kindness is one way we can support each other’s mental health.”

The two organisations came together to create a range of limited-edition products available from 1 September – 10 October 2023 with Cotton On donating 100% of the net proceeds to Born This Way Foundation, making Cotton On one of the biggest corporate contributors to global youth mental health resources and support in 2023. Customers can purchase items, including caps, T-shirts, tote bags, stationery, and a denim jacket online and in select stores globally. The ‘Kinder, Braver, Together’ product design was inspired by Born This Way Foundation’s mission of supporting youth mental health and working with young people to build a kinder, braver world. An ethos shared by Cotton On Foundation on their journey to create a world where everyone can thrive.