Welcome to WhatLabel. we are A UK based, anti-stigma clothing and accessories brand.
Whatlabel is the offspring of AMHA, a social share platform created by Sonny Hawkins with charity Fixers to give a voice to people with Mental illnesses on the Autistic Spectrum. Whatlabel was the next natural step to AMHA by expanding into the real world using apparel and accessories to carefully craft positive messages promoting wellness, and highlight specific areas in and around Mental Illness, Disabilities and Autism.
We quietly launched on April 30th 2018 with a small dedicated range of clothing based around our simple Mental Health wellness designs. We havent been around for long but we have already sold our tees and hoodies all over the world, and sponsored several large events all whom came directly to us with the wish raise awareness and promote Mental Health.
We want Whatlabel to become an established, recognisable brand that has the power to spark conversation around not just Mental Illness, but Disabilities and Autism.
Because we recognise how complex, sensitive and stigmatised many of the conditions we are trying to raise awareness about, we continue to refine our clothing and build on our new brand, having already gone through a website and brand refresh for our 1st anniversary. If you are a regular visitor waiting for what we have next, rest assured we have lots of incoming designs with plans to refine how we categorise clothing taking enthuses away from gender and focus on the messages we are sharing on our clothing.
We are not a big corporate company encouraging fast fashion, and we are not looking to create fashion trends or seasonal clothing. Our clothing is about overcoming the negativity, lies and misconceptions that so many have to face on a daily basis.
Everything we do is based on real life experience living with Mental Illness, Physical and learning Disabilities aswell as special needs and Autism.
Quality and Design is very important to us, every item we sell has been sourced and designed with exacting standards and care to ensure not only our products are raising a positive awareness, but they look and feel good too.
Every product, including the development of this website has been made in house by people with Autism and Mental illness. Because of this sometimes it takes a little longer to get things live, or launch new designs. However thats the reality of living with illnesses and disabilities.
Our Website will be operated by volunteers with disabilities, and our products will be fulfilled by our printing partner Printful. Our hope is to expand on a wide range of products over the coming year and offer more choice to our future customers.
If you would like one of our designs on a piece of clothing you dont see listed, please get in touch as we have a large offline catalogue and are always happy to help you find the right product.
(Are you interested in supporting WhatLabel? Check out our Champions program and support our efforts to raise awareness around our brand, perhaps model our clothing and share on Instagram (Dont forget to tags us @whatlabel.uk). You can also join our Affiliate Program which is perfect for bloggers and social influencers espcially if you write about Autism, Mental Health, Special needs and Disabilities. If you wish to contacts us, send us an email at firstname.lastname@example.org)
The Story Behind WhatLabel
Whatlabel began as an idea in 2017 by Sonny Hawkins, the person behind the Fixers project AMHA | Autism Mental Health Awareness, a successful rapidly growing share platform.
Sonny was born with Autism, although only diagnosed as an adult, Sonny has had a difficult upbringing having to became a young carer from the age of 8 to his family who suffer with various Mental illnesses and Physical Disabilities, Sonny developed severe Mental illnesses at a young age aswell as physical disabilities as an adult, Sonny has experienced first-hand the complete lack of help and support from the local services for both his parents and himself aswell as the stigma and misconceptions that come with having Autism, Mental Health and invisible physical disabilities.
As an adult, Sonny worked very hard to rebuild his life, going to university and training to become an IT Systems Engineer, a career he came to be very skilled at thanks to the way his brain is wired with Autism. Unfortunately, due to his unmanaged Mental Health and the stress and treatment by his various employers, Sonny had a severe breakdown both Mentally and Physically.
Having no access to help or support, Sonny’s life came to a halt along with his many ideas and plans. It wasn’t until 2016 when Sonny began to recover and began rebuilding his life again. He wanted to make sure he never had to go through another breakdown due to the treatment from others or allowing his now known Autism or his lifelong battle with Mental illness to become unmanaged again. Sonny decided to take a new path away from IT to raise awareness around Autism, Mental Health and the stigmas and poor understanding that comes with it aswell as supporting other worthwhile charities and projects like Clearly Speaking who support young people, families and adults.
Thanks to the help of Fixers, Sonny launched the first of his many projects, AMHA, becoming an overnight success and going viral online, AMHA has had one success after another, with a growing community of contributors made up of a variety of people from all around the world blogging about their stories. With the success came the need to expand and improve AMHA. Sonny has a vision to create a new nonprofit to house all of his future projects so that he can help those in need. As funding became a huge issue, this is where Sonny’s idea to build a fashion label came in.
You can follow Sonny’s story through his first project AMHA where he blogs about his experiences
Although WhatLabel has been in the planning stages for some time, as with everything Sonny does, it needed to be planned and designed to a fine art before he felt comfortable releasing his idea to the world. WhatLabel tied in nicely with Sonny’s need to fund his new charity and social share platform. Not only did Sonny want to create a way to fund his ideas independently, but to continue his work through WhatLabel to spark conversation and create a recognisable trusted brand that covered not just Mental Health, but Autism and Disabilities, which quite often, people have Comorbids within these three areas.