Shirts that Heal: Online Retailer Fights Depression with Cotton and Creativity

Young professional's struggle with depression inspires company that is equal parts clothing retailer and kingpin of kindness.

Houston, TX (PRWEB) April 22, 2007 -- When 28-year old marketing manager Joshua Merritt was diagnosed with clinical depression in the summer of 2006, he found an unlikely source of comfort that spawned not only personal healing, but a growing business as well: Fruit of the Loom polyester blend t-shirts.

According to Merritt, he founded his t-shirt company, ClothMoth Clothing + Kindness, to keep his mind focused on something positive and constructive while combating the mood disorder that the National Institute of Mental Health estimates affects 19 million Americans each year.

"It became essential that I stay occupied," Merritt said. "I attribute a large portion of the gradual healing I have achieved to the positive benefits of creativity."

His first original design, titled "YAY! Serotonin", features a whimsical illustration of a smiling serotonin molecule. Merritt describes the shirt as "a celebration of modern medicine, an acknowledgement of the obstacles I have overcome, and a wearable example of laughing at oneself".

Serotonin is a neurotransmitter in the body's central nervous system. Deficiencies of the neurotransmitter are widely believed to be a contributing factor to the onset of depression.

Merritt says the shirts have sold well to a very diverse audience, from mental health professionals including psychiatrists and psychologists to high school biology students.

"When I wear the shirt in public, you can tell immediately who 'gets it'," Merritt said. "Most people read it and aren't quite sure what it means. . . but those that understand always want to know where they can buy one too.

As equally off-beat as his designs is the company's business model, which focuses on "kindness" as much as designing, marketing, and selling t-shirts. According to the company's website, ". . . for every purchase made with ClothMoth, we do something nice (anonymously) for someone else".

While he won't reveal the nature of the kind acts he has already performed on behalf of his customers, he will say that it is his favorite part of the company mission and he envisions the day that he can focus full-time on the most rewarding aspects of the business.

"For a while, working in the enterprise technology business, I got so focused on the wrong priorities, the desire to do the best for a huge company at all costs. It's who I was becoming, but it's totally against who I have always been". Merritt attributes these conflicting personas to his gradual sink into depression. "Once I became cognizant of this duality, I reprioritized to focus on what has always been the most important to me; treating people with respect, dignity and kindness. It's what has made me smile again, and I am eager to continue to give back in any way I can".

While he may be on his way back up, the company is still not in the black on its own just yet.

"I still hold down a corporate day job to pay the bills and keep the lights on at ClothMoth," Merritt said. "My new designs and print runs are all funded by a combination of my own out-of-pocket contributions to the company and money earned from sales. . . . but weighted much heavier towards the former."

Even with sales not yet sustaining the investment in growth, Merritt still donates 10% of all profits to charitable organizations.

"I love the idea that by creating something, I can not only put a smile on the person's face that buys it, but also put a meal on someone's table, or buy toys for dogs in local animal shelters. I will not give up until I can do this full time," Merritt said.

"YAY! Serotonin", the first design from ClothMoth Clothing + Kindness, is available online at http://www.clothmoth.net. ClothMoth plans to launch two new designs in early summer 2007.

About ClothMoth Clothing + Kindness

Founded in 2006 and headquartered in Houston, TX, ClothMoth Clothing + Kindness leads the industry in delivering relevant and intelligent boutique wearables while simultaneously performing random acts of kindness. Currently a one-man show, the company aspires to achieve a volume of sales that will allow it to change its name to ClothMoth Kindness + Clothing and focus 80% of all company resources to giving back to the world at large.

Contact:

Joshua Merritt, Founder

ClothMoth Clothing + Kindness

281-256-3140

http://www.clothmoth.net

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