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BRAND STORY.

This isn't a space for judgment. The use of the word "sober" refers to abstaining from ANYTHING that is used to mask pain and remove the ability to think clearly. "Period" means NO MATTER WHAT.

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The concept of Sober, Period. came from my past experiences of being homeless and institutionalized, living in rehabs and halfway-houses. In those settings, I received a lot of donated clothing and would always upcycle them. Denim was the most abundant and my favorite to reconstruct; it’s one of the most durable fabrics to work with. No matter how worn out or distressed the denim was, each piece I created looked like a fresh, stylish, and unique new garment. This concept is a metaphorical mirror. Through upcycling, the same thing is being done with disposed clothing that I did with my life: reconstructing it, transforming it into something beautiful, and sharing it with the world.

 

Throughout my addiction and my mental health journey, I face constant microaggressions that hinder my recovery. Many people dismiss my pain because I don't "look like an addict" or don't fit their narrow expectations of what someone going through these challenges should appear like. These subtle but damaging remarks invalidate my experiences and have made it hard to seek help. Recovery has no "look," and mental health struggles are not always visible. We must acknowledge that everyone's journey is unique, and the impact of these microaggressions can be deeply harmful.
 
There has been an increasing pressure to portray a perfect image on social media platforms. This can lead to detrimental effects on individuals' self-esteem and mental well-being, as they feel compelled to constantly curate and maintain an idealized image of themselves through fashion. As this pressure continues to escalate with the growing influence of social media, there is a need for more inclusive and body-positive fashion solutions that prioritize mental health, advocacy, and self-acceptance over unrealistic standards of beauty. 

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Through fashion, I want to demonstrate the power of transparency, challenge microaggressions, and break the negative stigmas surrounding mental health and addiction. I used to hide my pain behind fabric and trends (and alcohol), but I flipped the narrative and fashion has become a positive outlet. Fashion plays a big part in my growth and recovery, it's my coping mechanism. I want to encourage others to stop wearing masks generated from the shame and guilt of not conforming to society's stereotyped views towards mental health and addiction.

 

Rep’ your lifeSTYLE, unapologetically!

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"Keep fighting.

We are not our traumas. We are not our illnesses.

We are not our addictions. We are not our circumstances.

We are not victims. We are survivors. We are worthy. We will be restored."

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Danielle Thomas, Founder and CEO.

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