In honor of World Bipolar Day, EBIT, the purpose-driven clothing brand founded by Simon Whitehouse, is releasing its Fall 2025 collection. This collection aims to spark important conversations around mental health, specifically bipolar disorder. It is unveiled with a campaign led by activist model Rosie Viva and artist Joseph Awuah-Darko, both of whom are outspoken advocates for mental health awareness and have openly discussed their experiences with bipolar disorder.
The new collection, titled “Bipolar/Bicolor [E200],” features 50 unisex pieces that reflect a bold bicolor design. The color combinations include taupe and beige, as well as navy and burgundy. The lineup incorporates raw-cut denim, gabardine sportswear tops, and oversized textured knitwear. Made in Italy, the collection uses organic cotton, emphasizing sustainability alongside its advocacy for mental health.
Simon Whitehouse, the brand’s founder, shared his admiration for the campaign’s key figures. “Real life human beings, such as Rosie and Joseph, are my heroes. The strength it takes to be openly vulnerable advocates around sensitive topics is a trait that I know provides solidarity to many people who may feel alone. That is the essence of EBIT,” he explained.
The collaboration with Viva and Awuah-Darko, captured by rising photographer Mauro Maglione and styled by Francesca Cisani, is central to EBIT’s mission to use fashion as a platform for raising mental health awareness. Awuah-Darko, who is also known by the artist name Okuntakint, is a Ghanaian British artist whose work often reflects his journey with bipolar disorder. His “Dear Artists” sticky note series and Excel spreadsheets track his emotions by assigning colors to different feelings on an hourly basis.
Viva, a prominent model and mental health advocate, was featured in a 2023 Channel 4 documentary titled “Modeling Mania & Me.” She has walked for major brands like Gucci and Saint Laurent, and her advocacy work includes sharing her mental health journey in her upcoming book “Completely Normal and Totally Fine,” set to release in May.
The collection is priced between 250 and 995 euros, and it has already been picked up by several retailers, including End. in the U.K. and Italy, The Number 4 in Kuwait, and Nighthawks in Japan. Long-standing EBIT partners such as Selfridges and Modes have also joined in offering the collection.
EBIT, which stands for Enjoy Being in Transition, is a brand known for collaborating with designers, musicians, and artists across various creative fields. Prior to John Skelton’s appointment as cultural and creative director, EBIT’s collaborators included M/M (Paris), Glen Luchford, Michel Gaubert, Soo Joo Park, DJ John Digweed, and Wilson Oryema.
Simon Whitehouse launched EBIT in 2024, leveraging his extensive background in the fashion industry. He previously served as the CEO of Italian retailer Modes, as well as the CEO of Eco-Age consultancy and Reference Studios communications agency. His leadership experience spans across high-profile fashion roles, including at JW Anderson, Matthew Williamson, Diesel Black Gold, and DKNY.
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