Colourful hats embroidered with 'Mental Wellness Club' have been sparking conversation around Kelowna, and that is exactly what the founders of Friends of Felix hoped for. 

The clothing and advocacy brand was started in 2022 by friends Austin Penrose and Mahlon Head as a way to reduce the stigma surrounding mental illness 91ÂãÁÄÊÓƵ“ specifically for men. 

"Dudes don't speak enough about what they're going through," said Head about the motivation behind Friends of Felix. 

Speaking from lived experience, Head said that in many communities men are not given space to express their negative emotions or struggles. He has personally experienced difficulty in speaking about his own journey with mental health, and has watched as his friends struggled in silence. 

Head hopes that when people see the phrase "you deserve your flowers," or "mental wellness club" embroidered on clothing, it will spark a conversation 91ÂãÁÄÊÓƵ“ or at least a thought 91ÂãÁÄÊÓƵ“ about invisible illnesses like depression. 

"Hopefully it starts to create openness. The ultimate goal is to get more dudes speaking about their feelings."

 In addition to removing barriers to conversation, Friends of Felix also supports mental wellness by donating to charities and organizations like and the

On Sept. 10, World Suicide Prevention Day, Friends of Felix donated 100 per-cent of its proceeds to the , totalling $3,500. 

and its products are available bothand in-store at