When Justine Furman’s daughter walked out the door in a mismatched outfit and declared she felt amazing, something in Furman’s mind clicked. If her daughter, who is quite an anxious child, can put on something that doesn’t always match and still feel comfortable and incredible in her own skin, there must be a way that Furman herself could replicate that feeling for others.
The result is Wear What You Feel, a streetwear brand with mental health at its core, founded by Furman and two longtime friends and collaborators Gabrielle Kirson and Leeann Edelmuth.
Furman spent almost three decades running businesses in the baby product space before a difficult few years prompted a change of direction. After stepping away from corporate life to focus on her family’s wellbeing, she began thinking seriously about how to address mental health in a way that was accessible and free of stigma.
“I suffer from anxiety. I am on medication. I tell everyone. I don’t really care, but I’m calm because I’m honest,” she told The AJN during a candid conversation about mental health and Wear What You Feel.
Furman explained that the brand was inspired by a number of factors. First, her daughter, who despite her anxiety feels comfortable enough to march to the beat of her own drum, and second, when she found herself trying to explain to her son the invisible nature of mental illness.
“When you get hurt or fall off a bike, you bleed. You put a band aid on, it heals. Whereas with mental illness, it’s something that no one can see,” she said, sharing how she explained it. “Also there’s a stigma. No one likes to talk about it.”
Furman co-founded the business with Kirson, her marketing collaborator for more than two decades, and Edelmuth, a creative director with a background in retail. Remarkably, all three women grew up in South Africa and attended the same schools, albeit in different years, before immigrating to Australia independently.
“It’s such a beautiful story. Three South African Jewish girls have come together. We’ve all suffered. We’ve all had tragedies in our lives. And this has been something that’s really close to our hearts, because it affects many people,” Furman said.
The brand has three pillars: quality streetwear, a digital hub connecting users with mental health practitioners, and a corporate partnerships programme. The hub is designed as a non-judgemental online space where users can access expert-led resources and connect directly with qualified health professionals. Ten per cent of net profits are donated to mental health organisations. For corporate partners, the brand creates custom garments with ten per cent of each item sold directed to the mental health programme of that organisation’s choosing.
The clothing itself is deliberately weighted. The range features heavy-knit fleece and embroidered detailing. As Furman explained, there’s a lot of research that shows weighted fabrics promote calm, which is the exact feeling they’re going for.
The brand will sell a core range, alongside limited-edition drops tied to mental health awareness moments.
The brand has been on the market for just under three weeks and has already attracted two influencer advocates, including a former professional basketball player who experienced mental health challenges following a career-ending injury.
“When you get hurt or fall off a bike, you bleed. You put a band aid on, it heals. Whereas with mental illness, it’s something that no one can see. Also there’s a stigma. No one likes to talk about it.”
On its Instagram page, Wear What You Feel has been candid about its deliberate pace.
“We’re building this brand slowly. Not because we have to but because it matters. Every choice is intentional. From the message, to the materials, to the way it makes you feel,” the team shared on Instagram. In another post, the founders wrote: “This didn’t start with perfection, it started with a vision to create something people can feel.”
Furman echoed that in conversation with The AJN, noting that the brand’s inclusive ambitions extend well beyond its founders’ own community, acknowledging that mental health affects everyone.
“To be honest, the amazing thing is that it doesn’t discriminate. Black, white, pink, blue, Jewish, Christian, Muslim, it doesn’t discriminate. So, it should be accessible for everyone,” she said. “We really feel that if it becomes talkable and people are not embarrassed about it, and it becomes like you’ve fallen off a bike and you’ve got a sore leg, then there’s not such a stigma. And maybe less people will take their own lives, or more people will go and get help.”
“It’s not just the clothing. It’s the launch pad for the conversation,” Furman continued.
Asked what the ultimate aim of Wear What You Feel is, Furman was direct: “To make people feel good, to help people that don’t really know that they need the help until they actually see that it’s accessible to them. And actually just to be who you are.”
For more information, visit wearwhatyoufeel.com.au and follow the brand on social media, @wearwhatyoufeel_
comments