British men’s fashion and lifestyle brand &Sons has partnered with US charity ‘Heroes and Horses’ in recognition of today’s World Suicide Prevention Day (10 September). It’s also designed and launched a related limited-edition T-shirt, with all profits donated to the charity.

Based in Montana USA, the chosen charity is dedicated to supporting the rehabilitation of military veterans and for its part, &Sons is sponsoring the first British veteran to take part in the charity’s 41-day programme.

Led by former Navy Seal and now CEO and founder Micah Fink, the Heroes and Horses programme takes place at the Double-H Ranch in the remote Montana wilderness. Attendees, engage in a demanding near-six-week experience that “challenges them to reframe their perspectives on hardship and adversity — using it as a tool to seek mental clarity and personal meaning”. 

Commenting on the partnership, &Sons’ director of Operations and ESG Strategy Kelly James, said: “Heroes and Horses aligns perfectly with our values. By sponsoring the first UK veteran to take part in their programme, we hope to make a meaningful impact on his journey towards healing and empowerment.”

In North America, there are over 50,000 non-profits that exist specifically for military veterans with billions spent through such organisations to try to improve their lives. Yet, despite this significant investment, a veteran commits suicide every 64 minutes in North America. And in the UK, suicide remains the biggest cause of death among males aged under 50.