In The Style’s Caroline Flack-inspired ‘Be Kind’ t-shirts have raised over £300k for The Samaritans

Manchester-based clothing brand In The Style has raised over £300k for The Samaritans with their Caroline Flack-inspired ‘Be Kind’ t-shirts.

The t-shirts were released by the brand following the tragic news last week that the ex-host of ITV’s Love Island had ended her life in her east London home on Valentine’s Day.

Featuring the slogan “in a world where you can be anything, be kind” – a message that had also shared by Flack on her Instagram page not long before her death –  the charity t-shirts were revealed on Tuesday, with all profits going directly to The Samaritans.


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Anything … we can literally choose to be anything ….

A post shared by Caroline (@carolineflack) on

The fashion brand also waved all delivery fees, stating on their Instagram: “This is solely to raise money and awareness for a very worthy charity and hopefully in light of such devastating news, we can all learn a very valuable lesson that in a world where we can be anything… be kind.”

In the first day alone, unprecedented demand for In The Style’s #BeKind t-shirts saw In The Style completely sell out and raise over £200,000.

That figure is now at £300,000 and counting, following a final re-stock of 500,000 t-shirts on Wednesday for anyone who didn’t get a chance to get one earlier in the week.

Priced at £10, it comes in black or pink and is available in sizes 6-24. 100% of profits are being donated to The Samaritans, who provide emotional support to anyone in emotional distress, struggling to cope, or at risk of suicide in the UK.

But they are not the only Manchester-based fashion brand to run a charitable appeal in tribute.

PrettyLittleThing and former Love Island star Molly Mae Hague also announced this week that they would be donating 100% of profits from their new edit to Mind – a charity that offers information and advice to those struggling with their mental health, as well as lobbying the government and local authorities on their behalf.

Writing on her Instagram, Molly told followers: “Myself and the @prettylittlething team cancelled our launch dinner last night out of respect to Caroline and her family at this difficult time. We have decided to donate 100% of the profits of our latest edit together to @Mindcharity.

“Launching today, the donations will help Mind provide advice and support to anyone experiencing mental health problems. PrettyLittleThing and I will continue to support this matter which is close to our hearts. Please from the bottom of my heart remember, Always Be Kind.”


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