Hugo Boss Australia has announced a new partnership with mental health organisation Beyond Blue.
The partnership – forged between Hugo Boss' core brand Boss and Beyond Blue – will see Boss use its platforms to encourage positive conversations about mental health.
The deal will also see Boss provide donations to Beyond Blue's Support Service, as well as promoting the service via its in-store and CRM channels.
The Support Service, which is entirely funded by donations, provides information, referrals and immediate advice from skilled mental health professionals to people around Australia, 24/7.
Speaking on the deal, Hugo Boss Australia MD Matthew Keighran said that the partnership was one close to home.
"On behalf of Hugo Boss Australia I am both excited and proud to announce our partnership between Boss and Beyond Blue.
"The global pandemic has more than ever highlighted the importance of mental health and the critical support needed around it, and we continually look at fostering meaningful relationships to help the community that we serve.
"As an advocate for mental well-being and the fundamental need for self-care, especially in times of adversity, this partnership is very close to my heart.
"Just like many Australians, my team and I were no strangers to the mental, physical and emotional toll of 2020 and Hugo Boss Australia continues its efforts to support those in need," he said.
In the 2019-2020 financial year, Beyond Blue supported 273,845 people via the Support Service.
According to the organisation, overall contacts to Beyond Blue’s support services increased 42% from the previous year.
Beyond Blue chief community officer Patrice O’Brien added that the organisation was thrilled to have Boss' backing, enabling it to further its support of Aussies facing mental health challenges.
"Partnerships with businesses such as Hugo Boss strengthen our work supporting the community through what has been an especially challenging period.
"Throughout the pandemic, we’ve seen more and more people contacting our services for support and we see this as good sign.
"It means people are increasingly comfortable talking about their mental health.
"It means people are taking steps to manage their mental health and wellbeing and that’s never been more important," she said.
Hugo Boss Australia is committed to donating a minimum of $100,000 annually through the Boss sales campaign, donating $40 from all 'WEEDO2' sweats and $20 from all 'TCHUP' jersey purchases.