Saks Fifth Avenue, Lord & Taylor And Saks OFF 5TH Partner To Launch “The Future Is Stigma Free” Campaign

This marks the next step toward distributing $6 Million CAD for mental health awareness by 2020 through the HBC Foundation’s in the U.S. and Canada

NEW YORK — Today, Saks Fifth Avenue, Lord & Taylor, and Saks OFF 5TH announced the launch of a new campaign – “The Future Is Stigma Free” – and a corresponding exclusive t-shirt created in partnership with Wear Your Label. This initiative marks the next step towards the commitment made in 2017 to distribute $6 million CAD to support mental health services by 2020 through the HBC Foundation’s in the U.S. and Canada.

100% of sales from the limited edition tee in the U.S. will benefit Bring Change to Mind (BC2M), a non-profit focused on ending the stigma and discrimination surrounding mental illness. Specifically, the money raised through this campaign will support BC2M’s high school student program, which provides a safe space for educated conversations around mental health, and encourages others to share their voice. More than 180 clubs and schools including thousands of students from across the country are enrolled in the program.

In addition, for each social media post (Instagram, Twitter) that uses #TheFutureIsStigmaFree, the U.S. HBC Foundation will donate $5 to Bring Change to Mind*.
(*Up to $100,000)

The $25 unisex tee is exclusively available in sizes XS-XL on, and

We invite you to join #TheFutureIsStigmaFree conversation on social media.
@LordAndTaylor | @Saks | @SaksOff5th

Launched in 2017, the U.S. HBC Foundation is the charitable arm of Hudson’s Bay Company, a diversified global retailer and the parent company of Lord & Taylor, Saks Fifth Avenue and Saks OFF 5TH. Through the HEADFIRST initiative announced in May 2017, the foundation is dedicated to making mental health a priority in every community by increasing understanding and improving access to care.

In 2010, Glenn Close co-founded Bring Change to Mind (BC2M), a nonprofit organization built to start the conversation about mental health, and to raise awareness, understanding, and empathy. The idea for the organization resulted from Ms. Close’s first-hand observation of the battles with mental illness within her own family. Ms. Close’s sister, Jessie, successfully lives with bipolar disorder, and Jessie’s son, Calen, lives with schizoaffective disorder, and all three are actively involved in spreading the organization’s mission. BC2M develops influential public service announcements (PSAs); pilots evidence-based, peer-to-peer programs at the undergraduate and high school levels engaging students to eradicate stigma; and has created a social movement around change by providing people with platforms to share, connect, and learn. Because science is essential to achieving this mission, BC2M’s work is grounded in the latest research, evaluated for effectiveness, and shared with confidence. An integral component of this is BC2M’s Scientific Advisory Council, which is comprised of an acclaimed team of experts in the fields of stigma and discrimination associated with mental illness. To learn more please visit:

Wear Your Label is a social enterprise that promotes mental health and wellbeing through product design, partnerships, and storytelling. Based in Canada, the company was founded by individuals who have struggled with mental health challenges, and who are committed to using fashion as a statement to let people with mental illness know that they are not alone. For more information, visit or follow @wearyourlabel.

Alissa Heumann