Lady Gaga’s Born This Way Foundation welcomes Pacsun as its newest collaborator

Pacsun has announced it will be joining the Born This Way Foundation, alongside 400 other organisations, in a bid to support youth mental health and build more connected communities.

The annual #BeKind21 campaign aims to encourage the public to practice an act of kindness each day throughout September. The lifestyle clothing label will be carrying out related events and promotions in a number of its US stores, including a range of co-branded t-shirts on offer with 100 percent of the proceeds going to the Born This Way Foundation.

A QR code on the outside of the t-shirts will take buyers to a Born This Way Foundation dedicated landing page through PacCares, where people can sign up to join the organisation’s community. Alongside a campaign digital package available to download, individuals will also be able to hear tips from the organisation’s co-founders artist Lady Gaga and her mother, Cynthia Germanotta.

“Born This Way Foundation’s focus on the mental health of youth is truly inspiring, and we are honoured to be a continued partner and part of such an impactful campaign and the biggest #BeKind21 to date,” said President of Pacsun, Brie Olson, in a statement. “At Pacsun we strive to eliminate stigmas every day, across everything we do, including our campaigns, collections and products. Participating in this campaign and pushing the importance of kindness is a natural extension of our dedication to the wellbeing of our consumers.”

The goal of this year’s campaign is to target kindness as the world heads into autumn, including at schools, classrooms and workplaces, all of which people will be returning to this time of year. Pacsun and Born This Way Foundation have additionally partnered with #HashtagLunchBag to create bagged lunches, with notes in the packages that aim to spread kindness to those experiencing homelessness.

Germanotta said: “We are grateful for Pacsun’s support of the Born This Way Foundation online and through their in-store activations. With their collaboration, #BeKind21 has a significant role to play in nurturing empathy, connection, hope and wellness.”