Our Story
Loony Shirts is the result of an overactive mind and genuine passion for psychology, combined with too many years of corporate experience and an innate need to satisfy our creative cravings. Our t-shirts are designed to consciously have an impact in some way – whether by making someone smile or by providing comfort in the recognition of a shared experience. The purpose of our designs is as complex and multilayered as the human mind.
- Driven by the goals of inclusiveness and raising awareness, we want to join others in breaking the mental health taboo. It’s well past time to speak frankly and openly about issues that may not always be comfortable to talk about, but that get amplified precisely because they are silenced and ignored.
- Our team of artists creates wearable art that tells a story, helps you express yourself, inspires you, encourages you or simply serves as a reminder that our journey is not a solitary one.
- The world is way too serious and we can all use a good laugh. Although there is absolutely nothing funny about struggling with your existence, we want to add a tiny dose of humour to your days by providing a lighter way of expressing things that may not always be easy to say.
Behind the name
Loony denotes someone mad, foolish or silly, and it all aplies. We have been mad and we have been foolish, but now, we are only silly. Feeling less alone and more understood was the key to our recovery and we want to pass on what has been so generously given to us by others who walked down the same rocky road to silliness and the bearable lightness of being.
The head loony
Nina studied international trade law, spent a few decades working as a trade consultant and legal translator, and is currently studying to become an equine facilitator in the area of mental health. Her own experience with C-PTSD led her to discover Carl Jung and the wonderful world of transpersonal psychology. She speaks five languages, has published a book and can cook a feast in a heartbeat, but also excels at doing nothing productive for hours or days on end. She lives on a horse farm in Swedish wilderness, which gives her plenty of time for developing new designs and wondering about the meaning(less) of life.
Sustainable fashion that speaks for you.
To combine substance with style, we use Earth-friendly materials and collaborate with artists and designers from all over the world. The printing method we use is DTG or Direct-to-garment (water-based ink is applied directly to the garment using inkjet technology), which is environmentally friendly since the DTG printers use almost zero wastewater and less energy. The inks used for printing are water-based and free of harmful chemicals. Every t-shirt is made on demand to prevent overproduction and textile waste. Collaboration with printing partners in North America and Europe helps us reduce the shipping costs, delivery times and environmental damage. The guidelines of our suppliers meet the requirements of the Worldwide Responsible Accredited Production (WRAP) and the Fair Labor Association (FLA).
Caring is sharing
5% of our annual profit goes to mental health related NGO. The beneficiary is announced at the end of the current fiscal year.
Contact
We greatly appreciate any feedback or suggestion, so please, drop us a line at info@loonyshirts.com
