Helfrich Collective is an apparel brand with a mission.

A purpose-led active brand focused on advocacy and comfort, Helfrich Collective was born out of founder Brianne Helfrich’s own mental health journey.

Driven by a desire to channel her energy into something positive, Brianne embarked on a journey of self-discovery. It was during this period of introspection that she conceived the idea of creating a single hoodie to raise awareness about mental health—an endeavor that would ultimately transform into the foundation of Helfrich Collective. Through nine collections, the brand has contributed 10 percent of proceeds from each launch to organizations such as Ronald McDonald House and the Canadian Mental Health Association.

The genesis of Helfrich Collective was not a calculated business venture, but rather a response to Brianne’s personal struggles and a genuine desire to make a difference. What began as a solitary endeavor evolved into a thriving brand that resonated deeply with her community.

Since then, Helfrich Collective has appeared in the wardrobes of influencers and celebrities such as Emily Ratajkowski, Alex Cooper, and Melissa Wood, all while raising awareness and supporting local organizations and charities.

Here, Brianne takes us behind the scenes of her brand, sharing why her mission speaks to her audience, and how she’s continuing to grow Helfrich Collective’s reach.

Why do you think a purpose-driven business resonates with your audience?

The great thing about Helfrich Collective is we donate and advocate for many different causes. Therefore, different collections can resonate with different individuals and gives our audience the opportunity to find a collection that means something to them. We always say “Perhaps, not every cause will resonate with you… however, chances are, someone you love or care about has been affected in some way.” Having a purpose behind Helfrich Collective gives our audience the chance to be a part of something larger than just clothing and know they are making an impact. 

Brianne Helfrich is the founder of Helfrich Collective.

Influencers have been eager to support your mission. What was that process like to get them on board?

We love that content creators and celebrities love our items, and support Helfrich Collective on their own. We have never done paid partnerships, so every endorsement has been organic because they truly love the products and our mission.

What other types of marketing have you found to be successful to reach a wider audience? 

For Helfrich Collective, our largest form of marketing has been word of mouth and social media. As of now, we have grown organically and are so thankful to have an audience that supports our mission and loves our products enough to share them.

Can you tell us about the process of creating a new collection, from conceptualization to execution?

Our collections take about eight months to a year to create. We first start with a brainstorm session where members of the team pitch their ideas, present trend predictions, and share their opinions. Then, after much discussion, we move onto our sample phase. This phase is where we tweak the items’ fit, the designs and sometimes the entire idea. Then, we proceed to bulk production where all of our items are created before launch! The most effective marketing for us has been celebrity seeding and PR.