Ebit, a trailblazing brand dedicated to advancing mental health awareness, is set to debut its inaugural ready-to-wear clothing line, ‘True Stories,’ on World Mental Health Day.
This collection, available exclusively at Modes boutiques, including those in Paris and Milan, starting January, marks Ebit’s foray into the world of fashion. Founded by Simon Whitehouse during the height of the Covid-19 pandemic, Ebit (Enjoy Being in Transition) is on a mission to redefine the conversation around mental health within the fashion industry.
In pursuit of its noble cause, Ebit has forged creative collaborations with renowned artists, including M/M(Paris), Glen Luchford, Michel Gaubert, Soo Joo Park, Wilson Oryema, and DJ John Digweed. Ebit’s initial journey involved a DIY approach, embracing direct-to-consumer sales channels, from street vendors to virtual fashion drops, seamlessly adapting to the online retail landscape that defined the Covid era.
The True Stories collection is introduced through a poignant lookbook that intimately shares the transformative journeys of two individuals profoundly touched by diverse mental health experiences.
Amina Ladymya’s narrative unfolds from her formative years in Senegal, where she lived in close proximity to mental health patients in a psychiatric hospital. Her remarkable journey has taken her from France to emerging as a talent in the fashion capital of Milan.
Daniel Moors, the cousin of Ebit’s Founder, chronicles a tumultuous upbringing and rebellious youth, deeply embedded in Manchester’s subcultural underground scene, notably at the iconic Hacienda nightclub. Surviving a tumultuous period marked by a breakdown and thoughts of suicide in Shanghai, Daniel ultimately found solace as an English teacher in Italy. The lookbook is accessible both digitally and in physical form.
Simon Whitehouse believes that many within the fashion industry will resonate with the True Stories of Amina and Daniel, emphasizing their empowering nature.
Whitehouse underscores that fashion possesses a unique ability to foster community and nurture a sense of belonging. Clothing can cocoon our vulnerabilities, silently expressing solidarity. He takes immense pride in Amina and Daniel for sharing their stories within this innovative concept and applauds his partnership with Aldo Carpinteri and the Modes team, who have provided a platform for these narratives.
The captivating lookbook was masterfully curated by the emerging Italian photographer Mauro Maglione, renowned for his collaborations with illustrious fashion brands such as Miu Miu, Valentino, and Ferragamo. Styling was meticulously crafted by the rising Italian artist Francesca Cisani, while fashion journalist Ashley Simpson collaborated with Ebit on writing and editing.
The debut collection introduces gender-neutral luxury casual wear, characterized by oversized cocoon-shaped silhouettes. All garments are proudly crafted in Italy, utilizing organic fabrics. The SS24 collection is thoughtfully priced, ranging from €175 to €500.
Aldo Carpinteri, expressing his deep respect for Simon Whitehouse, acknowledges the meaningful friendship they have cultivated over the years. Modes has consistently championed emerging brands, young talents, and those with extraordinary potential. With immense pride, Carpinteri welcomes Ebit, an enlightened brand championing a noble cause, into the Modes boutiques.
Ebit’s True Stories collection not only showcases a remarkable fashion line but also underscores the significance of mental health awareness within the fashion realm, fostering a sense of community, empathy, and understanding.
