A Loud Statement With a Quiet Purpose
In a world where fashion often serves vanity, Bad Shirt Club flips the script. Founded in Ipswich, this unapologetically bold clothing brand isn’t just about standing out for the sake of it. Behind the vibrant patterns and offbeat designs lies a much deeper mission: raising awareness and funds for mental health.
At the heart of this mission is Suffolk Mind, a mental health charity that received over 33,000 requests for support in 2024 alone (EADT News), marking its busiest year to date. With mental health issues increasingly on the rise, support services like Suffolk Mind’s helpline are more crucial than ever. And thanks to businesses like Bad Shirt Club, the future of those services is looking a little more secure.
The Numbers That Matter
In 2024, Suffolk Mind launched its First Call campaign to cover the helpline’s operating costs of £1,000 per week. The goal: raise enough to keep the phone lines open and staff trained to handle calls from people in need. The community responded. Within just one week, supporters donated £13,000. With match funding secured through the Big Give Christmas Challenge, the charity received a total of £26,000 — enough to keep the helpline running for another six months.
Among the standout contributors? Bad Shirt Club, a fashion brand with a conscience. Founded by John Parnell (Ipswich Star), who also leads the Ipswich-based marketing agency Generate Leads Online, Bad Shirt Club has raised over £2,000 for Suffolk Mind since the beginning of 2024 through the sales of shit shirts, blazers, and bucket hats.
Why We Give: The Legacy of Aine
Bad Shirt Club isn’t just a fun idea with loud colours. It’s a love letter. A legacy. A tribute to Aine Kerlin, John Parnell’s best friend, who tragically took her own life in 2022. Aine was the kind of person who lifted everyone else, even while she was struggling herself. Her death left a silence too deafening to ignore.
In her memory, John set out to do something different. He remembered the confidence he found in his backpacking days, wearing ‘bad shirts’ that sparked conversations with strangers and broke down barriers. And so, Bad Shirt Club was born. Read more about our story.
Fashion With a Function
From Statement Pieces to Support Systems
A large portion of profits is donated directly to Suffolk Mind. But the impact doesn’t stop there. Every order also includes a Mental Health Toolkit, a small, practical card that offers advice and tips based on Suffolk Mind’s framework of 12 physical and emotional needs.
This toolkit is about more than feel-good branding. It’s about giving people the tools to recognise their own mental health needs and those of others. Whether you're on the dancefloor or down at the pub, these shirts carry more than just style. They carry a message.
A Platform for Conversation
Bad Shirt Club’s shirts are meant to turn heads, and spark chats. The idea is simple: sometimes all it takes is a ridiculous print or a loud design to open a conversation that might not have happened otherwise. And sometimes, that conversation can save a life.
Supporting the Local Mental Health Network
Suffolk Mind doesn’t just run a helpline. Its services include self-referral routes, support signposting, and emergency resources. The Suffolk Night Owls service offers evening mental health support. Every day, the charity receives over 100 enquiries across its helpline and email inbox, with many callers in crisis or searching for help.
As Jon Neal, CEO of Suffolk Mind, explains: “The demand for our services grows year on year. It’s vital that we continue operating services like our helpline to give people the information they need, or signpost them to more specialist support.”
He adds: “We are incredibly grateful to everyone who supported us in the First Call campaign, and through all other fundraisers throughout 2024. Businesses like Bad Shirt Club help keep these lifelines running.”
Shirts That Spark Change
The Impact of Local Business
In a landscape often dominated by big brands with even bigger budgets, it's grassroots initiatives that make the most immediate impact. Bad Shirt Club’s commitment to mental health is woven into every design, every stitch, every sale. It’s a fashion statement that fuels real change.
Not Just Shirts, But a Movement
Since launching, Bad Shirt Club has grown beyond shirts to include blazers, co-ords, and accessories like bucket hats, sunglasses, and bum bags. Every new product line brings more colour to the cause and more donations to Suffolk Mind.
Their designs have even made front-page news, been worn at festivals and events across the UK, and sparked a dedicated online community. Behind each quirky print is a powerful message: Mental health matters. You’re not alone. And you deserve to be heard.
Standing Out for All the Right Reasons
John Parnell says it best: “All of us at Bad Shirt Club are united in our commitment to supporting mental health causes. We’re delighted to hear our contributions have helped secure the future of this vital service. We look forward to continuing our support into 2025 and beyond.”
He continues, “We believe in the power of conversation — and how something as simple as your shirt can start one that matters. It’s why we exist.”
What’s Next for Bad Shirt Club?
Looking ahead, the team behind the brand plans to launch:
- New monthly shirt drops with subscription perks
- Pop-up stalls at local events and mental health awareness festivals
- Collaborations with influencers and creators to spread the message further
- Corporate partnerships and sponsorships to expand reach and impact
They also aim to deepen their ties with Suffolk Mind through workshops, fundraising events, and more active community involvement.
Join the Club
You don’t have to wear a suit to make a difference. Sometimes, all it takes is a shirt that’s a bit too bright, a bit too loud, and exactly what someone needed to see that day.
So, whether you're dressing for laughs, attention, or solidarity, know this: at Bad Shirt Club, you're not just buying a shirt, you're backing a movement. One that champions mental health, celebrates individuality, and remembers those we've lost.
H2: How You Can Help
- Buy a shirt: A large portion of profits go to Suffolk Mind
- Wear it loud: Use it as a conversation starter
- Share the message: Tag us and invite us as a collaborator on socials @shitshirt.club and spread the word
- Support Suffolk Mind directly: Donate at suffolkmind.org.uk
- Start your own fundraiser: Whether it’s a marathon, a pub quiz or a bad shirt contest, every pound counts
Final Thoughts
We know a shirt can’t bring someone back. But it can start a conversation that saves someone else. And in a world where more than 33,000 people a year are reaching out for help in Suffolk alone, that conversation might be more important now than ever.
Let’s not fit in. Let’s stand out. Together, we can keep the helpline open, the conversation going, and the community strong.
