Ebit teams up with Modes to launch first ready-to-wear collection

Mental-health first brand Ebit will launch on Tuesday its first line of ready-to-wear garments, coinciding with World Mental Health Day.

Dubbed ‘True Stories’, the SS24 collection will be available as of January exclusively at Modes boutiques including in Paris and Milan. 

Founded by Simon Whitehouse, during the height of of Covid-19 pandemic, Ebit (Enjoy Being in Transition) aims to change the discourse surrounding mental health within the fashion community.

To get there, Ebit has collaborated with renowned artists such as M/M(Paris), Glen Luchford, Michel Gaubert, Soo Joo Park, Wilson Oryema, and DJ John Digweed. Beginning with DIY approaches and direct-to-consumer sales via street vendors and virtual fashion drops, which mirrored the online reality of the Covid-era.

True Stories launches with a lookbook highlighting the poignant personal journeys of two individuals deeply touched by a spectrum of mental health experiences. Amina Ladymya’s story unfolds from her upbringing in Senegal, where she lived amidst mental health patients in a psychiatric hospital. Her journey led her from France to becoming a rising talent in the fashion hub of Milan.

Daniel Moors, the cousin of Ebit’s Founder, recounts a tumultuous upbringing and rebellious youth in Manchester’s subcultural underground scene, notably the Hacienda nightclub. After surviving a breakdown and suicidal ideations in Shanghai, Daniel settled as an English teacher in Italy. The lookbook is available digitally and in physical form.

“I feel a lot of people in fashion will relate to the True Stories of Amina and Daniel. I urge people to read them – so empowering,” said Whitehouse. 

“Fashion can be an incredible medium to build community and belonging. Clothes can cocoon our vulnerabilities, creating a silent solidarity. I am so touched and proud of Amina and Daniel for sharing their stories in this unique concept, and proud to partner with Aldo Carpinteri and the team at Modes to give it a home.”

The lookbook was crafted by up-and-coming Italian photographer Mauro Maglione, known for his work with Miu Miu, Valentino, and Ferragamo. Styling was curated by the rising Italian artist Francesca Cisani, with writing and editing by fashion journalist Ashley Simpson and Ebit.

The debut range offers gender-neutral luxury casual wear in cocoon-shaped oversized silhouettes, all proudly made in Italy from organic fabrics. Retail prices for the SS24 collection will range from €175 to €500.

Carpinteri added: “Simon and I share a deep respect that has evolved into a meaningful friendship over the years. Modes has always championed emerging brands, young talents, and those with great potential. Today, I have the honor of welcoming and hosting Ebit, an enlightened brand that supports an immensely noble cause, within the Modes boutiques.”