Tim Hennebury launched his Fog Off Clothing Co. brand three years ago with the aim of getting people talking about mental health, but he’s had a banner summer. Now, he’s embracing the advocate role, travelling around with his t-shirts, sweaters and hats, selling at events and in Pseudio stores across the Atlantic Provinces and donating 10 percent of sales to the Canadian Mental Health Association and local initiatives.
Why did you think it was important to take the brand on the road?
I think in general it creates an environment for people to talk freely about their mental health. I’m just getting home from the Wharf Rat Rally. We had so many people coming to the mobile store to talk about mental health.
What’s the story behind the name?
I grew up with fishermen, and you can be out hauling your traps or hauling your nets or your gear and you look up and you’re in a bank of fog and your compass and radar are out of whack. Then you have to pick up the phone and you call your fishing buddies to get you out of the fog. That’s where I came up with Fog Off, that whole concept of being out there in your boat. We all deal with some kind of mental health issue—whether it’s your brother, your sister, yourself, your work, a boss, we can all end up in that kind of fog.
What led you to share this message via clothing?
I thought it was great vessel to spread the message and let people know you’re not alone, you’re normal. Whether you’re in a fog or not—you’re human and we all deal with this shit, on an every day level.
This article appears in Sep 14-20, 2017.