By Maddie Canter
We all deserve to be happy. For some, that means working out more and establishing a good routine, getting good grades, or having a robust social life. When I think about all the things that make me happy in my life, none of them are truly material. To me, happiness comes when I feel good about myself and my relationships. So, why is it, then, that seemingly, happiness means a $200 heavyweight hoodie?
According to their website, "Madhappy is a brand for a community of optimists" that aims to use their expansive platform to spread mental health awareness and advocacy globally. Known for their limited drop collections of brightly-colored sweatsuits with creative graphics and notable collaborations with other pop culture icons (think Curb Your Enthusiasm, the Los Angeles Lakers, and the New York Yankees), Madhappy is a beloved brand by streetwear fanatics across the globe. I have been a huge supporter of Madhappy since I was seventeen. In fact, as I write this, I am wearing a Madhappy Curb Your Enthusiasm sweatshirt.
When I first discovered Madhappy, I had just gotten into Michigan, and I was looking for a way to connect to the culture of Michigan. Through social media and friends of friends, I started to notice that nearly every girl (and some boys) in Michigan had a baggy sweatshirt with the words "Madhappy" scrawled in a bold font across their chest. And in those first few moments, I knew I had to own something from Madhappy.
I'm sure my peers in the same graduating class as me in New York and Los Angeles were no strangers to this brand, but the luxury loungewear/streetwear trend had not quite reached Decatur, Georgia. When I showed my high school friends my new sweatshirt (that I used AfterPay to purchase because I didn't have $200 on hand), they thought the design was unique and the material was undoubtedly comfortable. Then, they asked me about the price.
"Well, it was kind of expensive."
"How much? Like $50 or $60?"
"No, it was more."
"How much?"
"Uhhh…like $200."
"Maddie, what? That's insane."
"I know, but is it not so cute, and it's for such a good cause!"
"Which cause?"
"Mental health!"
"You have to buy a $200 sweatshirt to support mental health?"
This conversation is when I finally began to think critically about Madhappy's brand identity. Part of Madhappy's popularity hinges on the fact that it is unattainable for a large portion of the population. Thus, we arrive at the core of the problem: Madhappy exploits public support of mental health awareness to increase its profit margin.
While it may sound hypocritical to criticize a brand that I have bought from and will likely buy from in the future, as a customer, it is frustrating to see a brand go from selling products that at least visually appeared to support their mission to prioritizing what feels like trends and symbols of wealth.
For example, most of Madhappy's latest drops include collections lined with only "basic" looks or collaborations with brands like Pantry, a conglomerate of expensive restaurants in Los Angeles; what these drops have to do with mental health is lost on me.
Granted, the mental health industry is incredibly saturated. Brands know that young people want to buy from a brand with a mission and want to open the conversation around mental health. Madhappy knows that its client base is wealthy, probably in a major metropolitan area (NYC or LA), and willing to pay for a brand that knows what it likes.
However, as someone who remembers the "glory days" of Madhappy, when those positive messages were all over their merchandise, I believe they need to refocus their messaging and attention. If they are not going to lower their prices, they should practice what they preach and lean back into all of their mental health initiatives, not just the trends and aesthetics of modern streetwear.
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