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About us

Mental Health Clothing Brand That Cares!

Created by an Aspie. Inspired by Mental Illness.

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 hello@whatlabel.org.uk)

We Donate Our Profit To Charity

 We donate the profit from sales, including the donations we receive from our supporters to deserving projects, charities and organisations that are doing some amazing work with families, young people and children who have Autism, Mental Health, Special Needs and Disabilities. 


Help! my order hasn't turned up.

First, huge apologies!

Please contact us at hello@whatlabel.org.uk, if we can't locate your order via tracking we will either offer you a full refund or get a new order sent out straight away. 

We will also Double check your address and contact information used by the delivery service you paid for at checkout.

What payments do you accept?

We accept all major cards including Apple and Google pay.

All card payments are processed via our payment provider Stripe. Our website is HTTPs secure and we abide by GDPR so we collect the absolute minimal data about our customers.

We appreciate some Customers prefer to use PayPal, however due to higher fees When compared to stripe, we decided not to Accept PayPal payments for now.

Can i get a vat receipt?

Absolutely, Please contact us at hello@whatlabel.org.uk with your name and order number and we will send one over to you.

Please note that the paper receipt that comes inside your package is not a VAT receipt. 

Do you do custom designs for events?

Yes! If you like one of our designs for an event, business, or charity giveaway but want your branding included, or you have a design you would like to use, we can print on a large array of products including prints, homeware and a huge variety of clothing including a limited range of sportswear. For an additional fee we can create custom designs and send them to the printer next day.

We also have a large catalogue of blank products for our everyday customers we can print onto, we appreciate our current stock is limited while we are still growing so if you are looking for something specific, or would like one of our designs on something thats not stocked, contact us at hello@whatlabel.org.uk and we will be more than happy to help!

Why Print on Demand? What does this mean for customers?

We dont want to just explain Print on demand to you as thats what Google is for. We want to explain why we use Print on demand compared to the traditional way of running a business.

Simply put, we learned from our competition across the pond. WearYourLabel was an amazing brand but the owners failed to take their own mental health into consideration when running a business. When the company collapsed, they left many customers in the dark as to their lost orders, many losing a lot of money without refunds, many of their customers had mental illnesses themselves causing a great deal of stress and anxiety by the owners who were advocating for mental illness which was very unfair and inconsiderate to their loyal customers.

Whatlabel is not a large company like WearYourLabel, we are a small eCommerce site which means we have lots of room to make changes as we grow. We are the new guys on the block and thats how we like it. From the start we were fully aware of our own mental health and disabilities including what we would need to ensure we didnt allow our conditions to affect customers or the running of Whatlabel. The last thing we want is to cause disruption, upset or create a business that becomes stressful or overwhelming resulting in mistakes, delays and quality issues. Whatlabel was built from the ground up to integrate with an amazing print on demand company called Printful.

As customers, what this means for you when placIng an order on our website, instead of us packaging and shipping your order from existing stock, what happens is your order will be sent to Printful (a worldwide printing company) they will select a Blank version of the product you ordered and print our design fresh onto it, they will then do a quality check and then package and ship it from their fulfilment centres located around the world. If something goes missing, gets broken or is of poor quality, Printful will ensure a smooth return and refund for you. They take care of the back end for us while we take care of the design, branding, website and advertising. This protects customers and if we need to take some time off due to our disabilities, our website will continue to function automatically, and our customers will be able to continue buying products and receiving them without any interruption.

The only downside is slightly longer dispatch times as Printful has to print your product first before sending it, but this also means its brand new just for you, no one has tried it on, plus it hasn't been left in a box at the bottom of a basement. It also means if you want something a little more custom for an event, we can create something really quick and get it printed next day, something a traditional business would struggle with.

We hope you understand our reasons for using Print on demand. Its not the traditional approach to running a business,  but so far its enabled us to run a small eCommerce website that has a big impact. If you have any questions feel free to get in touch.

Do you do sponsorship deals?

Yes, since launch we have had a busy two years featuring our products at various events we have sponsored around the UK.

We are always happy to hear from you about ideas for sponsorship. We also accept sponsors for our own brand and are on the lookout for 2020.

Important note: We are a small growing eCommerce business that donates most of our profit. As we are dependant on Print on demand, we dont keep large amounts of stock and we are not able to fund large giveaways. It is not of any benefit to us to sponsor inappropriate events so please keep in mind our brand mission and goals.  Unlike most brands, we have to be extra sensitive as to who we work with due to the subject matter we represent, we are dedicated 100% to raising awareness around Autism, mental health and disabilities, the last thing we want to do is support something that goes against our brands core identity.


I love your brand, how can i help support you?

We get lots of fan mail from our followers and customers asking how they can support us. We are so pleased that our brand is growing in recognition.

The obvious way to support us is through donations to our chosen charities and the purchasing of our clothing.

Another way you can help is by sharing our content on social media, perhaps you would like to be an affiliate and help us advertise our brand on your blog, website, or publications. We are also happy to receive sponsorship deals and blogging opportunities.

Finally the ultimate way you can support us is by wearing our products and posting images on social media (Dont forget to tag us). We are always on the lookout for images to use in advertising.

Returns and Refunds

One of the worries we had about creating WhatLabel was the stress of starting a new business and the affect it would have on our own Mental Health and physical disabilities, so it was decided from the beginning to source a company who could help us print and ship all our orders aswell as handle returns and exchanges leaving us with more time to do what we do best, creating an amazing clothing brand.

Thanks to our On-Demand printing partner Printful who takes care of each order, We now have a great selection of suppliers which ensures our customers are getting the best quality merchandise, because all our products are made on demand, this means none of our products are mass-produced, we dont have any waste, or throw away any products, this also means we dont keep any physical stock.

Each product ordered is printed fresh by Printful just for you, boxed and then sent straight to your door anywhere in the world.

Because we dont keep a physical stock, and each order is printed just for you, we kindly ask our customers to be extra vigilant with sizing, colours etc. when making an order and double check our returns policy below.

Reasons we will not accept Returns:

  • You meet our other returns criteria but you have asked for a refund after the 30 day return period.
  • You have buyers remorse such as change of mind about colour, design etc…
  • We cannot accept returns for wrong size so please make sure you double check the sizing chart which we have added to each product.
  • Unclaimed – Shipments that go unclaimed are returned to our suppliers facility and you will be liable for the cost of a reshipment.


Reasons for Returns accepted:

  • Your item arrives damaged or an error has occurred and you have received the wrong order.
  • Your product is of poor quality, or their is a printing defect (which we are hoping will never happen).

We are always happy replace free of charge or issue you with a refund (minus shipping) as long as it’s within 30 days.

If you send an item back without contacting us first, you will not be refunded! 

How can I return a product?

1. Contact us at hello@whatlabel.org.uk and tell us about the problem. We will be happy to help!
2. We’ll let you know what the next steps are and send you the return address.


We will also be as flexible as we can as at the end of the day we want you to be happy and enjoy our products. We will always try to help if your not sure.

Get in touch at hello@whatlabel.org.uk 

Do you deliver worldwide?

Yes, thanks to Printful, we are able to offer worldwide shipping. Please remember that shipping times can vary and we are not responsible for any import taxes or delays caused by your local postal service.

To quote a great episode of The Big Bang Theory, We cant offer same day dispaTch LIke Amazon since they dont have to glue their own books together! Because All our products are printed on demand, please expect a slight delay in dispatch times. If you are ordering for an event, we strongly advise you to place your order in plenty of time.

Worried about where your item is? Dont worry most of our delivery options provide tracking, simply check your account or look out for our email with your tracking info. If you cant find the tracking link please contact us and we will send it to you.

We donate profit

Your purchase helps us send donations to mental health charities

Printed on Demand

Every order you place is printed fresh and sent straight to your door!

worldwide shipping

Thanks to our partner Printful, We can dispatch your orders worldwide.

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. 



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