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The Full Story
About
We are committed to this new journey as I align myself with new friends, support and services so that I can make mental health conversation the new normal in which everyone can get behind.
We are a proudly Canadian-based company that strives to support and inspire 1st Responders by showcasing Champions and services for others so we can donate profits to Community Organizations to deliver trauma programs. We are currently partnered with Wounded Warriors Canada, as 20% of our profits go to supporting their Trauma Programs and Services.
Our Mission
We want our apparel to be a brand that opens healthy communication around mental health, so we can finally smash the stigmas within the community and at the institutional levels. We pledge to donate a portion of all sales to support mental health programs and services for 1st responders and their families.
Our Vision
We are committed to this new journey as I align myself with new friends, support and services so that I can make mental health conversation the new normal in which everyone can get behind.
The Tier shield
The Tier shield proudly displays and honours all branches of 1st Responders. The crest of EMS, Fire and police are on the right with the staff of mercury for nurses, doctors and other medical colleagues. The chevron represents our proud military family.
The semicolon in the logo serves as a reminder to pause, rest and take care of ourselves. As for the circles surrounding the logo, the innermost one represents the circle in group therapy, a safe non-judgemental place where one can express themselves without fear or recourse. The two outer circles represent the ripple effect created by our brand for waves of change leading to the end of stigmas surrounding mental health.
Our Classic logo
Our Classic logo displays the Red Canadian Maple Leaf to indicate the proud Canadian company we are. Inserted in the Maple Leaf is a black semicolon to show a symbol of strength within the mental health community, but also remind us of the darkness and loss felt by mental health.
Surrounding the name and maple leaf are three circles. The inner circle represents in-group therapy which is a safe , inclusive, and non-judgmental environment. The two outer circles represent the ripple effect created by our brand for waves of change leading to the end of stigmas surrounding mental health.
In our Tier you're never alone.
