Beanies bring hope through fundraising initiative


Women’s ethical and organic fashion brand By Elleven is supporting Chasing the Stigma by donating 10% from every sale of its beanie hats.


After working together in fashion e-commerce for a number of years, Joanne Watkinson and Rachel Evans decided to take the plunge and set up their own brand in November 2020. Liverpool-based, By Elleven embraces the slow fashion movement and uses ethically sourced organic fabrics to create high quality casual pieces – like its gorgeous cuffed beanies!


As they established their fledging business, the duo planned to use the business to support a mental health charity, but after Joanne lost a close friend to suicide, the pair felt an urgency to take action sooner rather than later.


Joanne said: “After the death of my friend, I reached out to Lucie Cave from Bauer Media who had worked with Chasing the Stigma and she told me about the Hub of Hope.


“Both Rachel and I have been impacted by losing friends to suicide and we both feel so strongly that half of the problem is the silence and stigma that still surrounds mental health. This is why it’s so important to us to speak about and support mental health charities.


“We want to normalise talking about your mental health, like you would your physical health, make it an open conversation so that when your mental health is poor you are comfortable reaching out or telling someone who could help. No one should suffer in silence.”


As well as being passionate about opening up the conversation around mental health, By Elleven’s ethos is centred on sustainable fashion and creating less waste, aiming for customers to buy and love their purchases so much that they wear them over and over again.


Speaking of the fundraising initiative, Chasing the Stigma CEO, Jake Mills, said: “We absolutely love By Elleven’s whole ethos and we are so grateful for its fundraising support. Every penny raised for Chasing the Stigma goes towards the development and maintenance of the Hub of Hope, and helps us to keep the app free for people to use and for support organisations to register. The more support we receive, the more people we can help to get the support they need, when they need it.”


By Elleven’s beanie are currently available in five colours – caramel, lavender, fluorescent yellow, royal blue and green – you can grab one for yourself here.


For more information about visit or follow on Instagram and Facebook @ByElleven


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