Look good on the outside. Feel good on the inside.



Smiling is infectious. It can make someone’s day. We dare you to try it right now. Look up and smile at someone – a really big, ear-to-ear grin. You might get some funny looks but, chances are, you’ll get a smile back. Getting that fuzzy feeling yet?

We’re all about sharing the joy, so most days at Boden House start with a smile (the free toast and comfy sofas help). We genuinely care about the happiness of every person who works here, and understand the importance of looking after your mental health. That’s why we’ve partnered with the Charlie Waller Memorial Trust (CWMT) to design a range of charity T-shirts. We may have had some help from a special nine-year-old, too. More on Matilda in a bit…
 

A donation of £5 from each sale will go to the Charlie Waller Memorial Trust, and the factory where this tee was made (Irmaos & Rodrigues, Portugal) has also agreed to make its own charitable donation. So when you wear one, you’re doing your bit to make the world a little brighter.
 

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Nine-year-old Matilda (above) wrote the winning slogan

CWMT equips young people with the skills they need to look after their mental and emotional wellbeing, and delivers inspiring talks to businesses on the importance of tackling stigma around mental health in the workplace. They regularly visit Boden House to help us continue to cultivate a healthy working environment (and for some of that free toast we mentioned).

To raise awareness for CWMT and the great work they do, we ran a competition inviting children to think of an uplifting slogan for our T-shirts. This was all thanks to Mini Boden fans, Willow and Rose, who got in touch with some empowering words that they felt tapped into what it means to be a child today. We extended the proverbial pen to other would-be Mini wordsmiths, so they could submit their own ideas. And that’s when we met Matilda.

Her inspiring slogan was ‘Smile and pass it on’. (We know – our copy team has competition.) Matilda and her mum were invited to Boden House in London’s sunny North Acton, where our in-house designers brought Matilda’s line to life in a rainbow of bright colours

Matilda says: ‘Smiling at people as you walk along the street has a domino effect of happiness.’ See, didn’t we tell you she’s better at this than us? We asked Matilda what makes her happiest: ‘Harry Potter makes me smile. Tigger, my cat, also makes me smile. You can tell when animals are smiling, which makes me smile even more.’

 

‘Smiling at people as you walk along the street has a domino effect of happiness’

 

Matilda’s winning slogan was printed on to our Mini Boden tees, and will go on sale on 30th September, just in time for World Mental Health Day on 10th October. A donation of £5 from each sale will go to the Charlie Waller Memorial Trust, and the factory where this tee was made has also agreed to make its own charitable donation. So when you wear one, you’re doing your bit to make the world a little brighter.  

 

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Smile (noun): To form one’s features into a pleased, kind or amused expression, typically with the corners of the mouth turned up and the front teeth exposed

‘A simple smile can make a big difference’

‘But I’m not a Mini,’ we hear you cry. Well, our in-house designers have also created women’s and men’s charity T-shirts – with the slogan ‘I’m listening’ – to highlight the importance of talking, listening and being kind to one another. As our official smile-spreader Matilda told us: ‘Sometimes you don’t want to talk about it, but it’s good to listen.’ A donation of £5 from these tees will also go to CWMT.

‘A simple smile can make a big difference.’ Yep, that’s another quote from our wise old nine-year-old. And we think it’s the smartest thing we’ve heard in ages.