New Zealanders will be challenged to make their mark for mental health with a new range of stylish streetwear t-shirts by charitable fashion label thehinitiative and the Mental Health Foundation of New Zealand for Mental Health Awareness Week (October 6-12, 2008).

thehinitiative Creative Director LiLing says the t-shirt collection is a mix of men's, women's and unisex styles and showcases some great designs.

"Normal is Overrated highlights that it IS okay to do things different from the norm and think outside the box."New Zealanders will be challenged to make their mark for mental health with a new range of stylish streetwear t-shirts by charitable fashion label thehinitiative and the Mental Health Foundation of New Zealand for Mental Health Awareness Week (October 6-12, 2008).

thehinitiative Creative Director LiLing says the t-shirt collection is a mix of men's, women's and unisex styles and showcases some great designs.

"Normal is Overrated highlights that it IS okay to do things different from the norm and think outside the box."Tell us about how thehinitiative started...
It's a really long story how it started! The story really speeds up about the time when I was working fulltime as a financial business analyst and just completed an Open Polytechnic course on Starting a Business. The course involved a feasibility study on a chosen business idea, mine was opening a shop that sold cool designer style gifts and stylish clothing with a charitable or 'do good' focus. After finishing the course, the idea grew in my head from a local shop to a full blown t-shirt label that raises money for charity.

How would you describe thehinitiative's aesthetic or style?
Thehinitiative tees are always very streety and graphic, with a focus on art.

What aspect of the hinitiative gives you the biggest thrill?
Working with a wide range of people in the charitable and creative sectors, seeing great designs get put into production and knowing that at the end of the day, a lot of the money goes to awesome causes.

How does your environment affect your work?
We balance as much as possible what needs to get done for the projects with environmental considerations too - for example, many of our t-shirts are available in organic cotton. We've also tried to educate in simple ways about the environmental impact of how clothes are looked after. Did you know that the laundry phase of a t-shirt's lifecycle has more environmental impact than its production? Last year EcoStore generously partnered with us to provide samples sachets of their phosphate-free laundry powder to our customers.

Do you like to look at the big picture or focus on the details?
Usually, big picture! I like talking about ideas, visions, goals - getting there is a whole other thing though! Then again, I like to focus on details if I'm making something arty/crafty e.g. a painting, card, book, t-shirt, bag etc - where every little bit has its place and meaning!

What's your number one business tip for surviving (and thriving) in the creative industries?
Be a sponge, absorb and learn off other people who have been there and done that, bounce ideas off each other and be open to change and advice.

Which of your projects to date has given you the most satisfaction?
All of them so far, although this second Mental Health Foundation project may top the lot!

Who or what has inspired you recently?
Bono of U2 and Product (RED).

Describe the Mental Health Foundation Awareness Week t-shirt collection and what inspired this year's catchphrase, Normal is Overrated?
The t-shirt collection is a mix of men's, women's and unisex styles and showcases some great designs. Normal is Overrated highlights that it IS okay to do things different from the norm and think outside the box.

How much work goes into a campaign like this?
Huge amounts of work - especially as the business and idea behind it is so dear to me, I put in over and above what would be considered usual overtime! We do as much as we possibly can in order to make it easy for the charity - so they don't need to think about things like designing, manufacturing, selling etc. However, the charity puts in work on the promotional side of things. There's also all the work that gets put in by others who help out with photography, designs, modelling, PR, etc etc. (We always have lots of people to thank!!)

What are your plans for the future? What do you see thehinitative doing five years from now?
We've recently partnered up with Plunket and have started working on a range for babies, kids and adults. Hope to see this launched in March 2009 and am pretty excited about it and all the cute t-shirts! Five years from now I hope we will be generating loads of money for charity, well known in New Zealand and have a large global reach with overseas designers and overseas online customers.

If you could go back and choose a completely different career path to the one you've chosen, what would it be?
This is it! I switched from a career in finance and accounting to doing something I'm interested in and passionate about - doing good and helping to make a difference for others.

What place is always with you, wherever you go?
Home.

What's the best way to listen to music, and why?
Live, front centre, outside on a fine day or inside with lots of space to bop around!

You are given a piece of string, a stick and some fabric. What do you make?
A little wee bag for my daughter, or as materials for wrapping someone's present in a creative way (I love wrapping presents)!

What's the best stress relief advice you've ever been given?
'Let go' - sometimes you just need to let go of things, especially things out of your control, and know that you've done all you can.

What's great about today?
My daughter having a nap, meaning I can work for a couple of hours during daylight!

What's your big idea for 2008?
That you can look great and do good with thehinitiative.

www.thehinitiative.co.nz

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