Australian men's athletic wear brand SQDAthletica is set to donate $1 from every in-store and online transaction to not-for-profit foundation Gotcha4Life in support of men's mental health.
The donations will begin on July 18 and will go towards funding programs to raise awareness to create change around men's mental health and the perceptions of what it means to be a man.
In Australia, suicide is the leading cause of death for those aged between 15 and 44, with three quarters of these suicides being males. Depression is also a significant issue for men, with one in five adult males expected to suffer from some form of depression in a 12 month period.
Gotcha4Life founder and Triple M host Gus Worland said that the partnership with SQDAthletica goes towards helping to dismantle harmful conceptions of masculinity.
"I established Gotcha4Life as a way to get to the bottom of the male suicide crisis, effect real social change and hopefully save lives.
"Partnering with the SQDAthletica team is another great win for our foundation, as we endeavour to alter unhelpful conceptions of masculinity, empower men to challenge stereotypes and ultimately ensure all males in Australia know who their Gotcha4Life mate is," he said.
SQDAthletica general manager Scott Philipson said that the partnership with the foundation is a perfect alignment of values.
"SQD was born out of the need to get men more active and invested in their health; we want to help guys perform at their best, and are well aware that to be performing at your best, you need to be both physically and mentally fit.
"Being able to bring together our vision with the Gotcha4Life vision is a powerful opportunity to improve the lives of men across the country, encouraging them to connect with one another without any stigma."
The partnership follows SQDAthletica's recent store opening in Sydney.