News Release: Men’s Mental Health Advocates Partner to Raise the Alarm Ahead of the Holidays

News Release: Men’s Mental Health Advocates Partner to Raise the Alarm Ahead of the Holidays

December 3, 2020

A holiday season combined with pandemic fatigue drives urgency to protect mental health

Ontario – Arthur Bane Apparel, a clothing line inspired by bipolar disorder and which donates a portion of proceeds to men’s mental health awareness, announces availability of its first collection on December 10, 2020, and its first charitable recipient

Approximately one million Canadian men suffer from major depression each year and according to the Centre for Mental Health and Addiction, over 75 percent of all suicide deaths are men. 

“The holidays, the pandemic fatigue and shorter winter days make it tough to keep a clear head, so we need to get a plan in place and talk about our mental health – my hope is that Arthur Bane can be that conversation starter,” said Jonathan Sinden, Founder of Arthur Bane Apparel. “Partnering with HeadsUpGuys allows us to share strong resources to support men through our brand. We want people to add Arthur Bane Apparel to their holiday gift list because it’s about more than great clothes, it’s apparel with a purpose.”

Dr. John Ogrodniczuk, Founder of HeadsUpGuys, says having a plan is key to navigating a difficult time: “Getting healthy habits in place, like being socially engaged and getting outdoors, can help to fight off depression. As we head into the colder months, using resources like HeadsUpGuys, and reaching out for help when needed are crucial for protecting our mental health and supporting others in our lives.”

“When Arthur Bane approached us, it was clear they were interested in more than selling clothing, and Jonathan’s openness about his mental illness and his journey was inspiring,” said Joshua Beharry, Program Manager of HeadsUpGuys. “Our goal with HeadsUpGuys is to provide resources for men and let them know they are not alone - a message that is even more important now.”

Arthur Bane Apparel, based in Southwestern Ontario and, based in Vancouver, are both on a mission to normalize men’s mental health and educate men on ways to calm their minds. Together, they plan to collaborate on developing a module for HeadsUpGuys’ upcoming Toolkit that promotes the healing power of nature and outdoor activity to support a healthy mind and healthy living.

Arthur Bane Apparel

Jonathan Sinden, Arthur Bane Apparel founder was diagnosed with bipolar in the fall of 2019 after years of struggling with cycles of mania and depression. His diagnosis was a relief and he welcomed treatment by introducing new lifestyle habits that he hopes to raise awareness of through his passion for clothing. Our mission is to empower others to live life as it should be lived. We care about mental health and believe talking is a form of treatment. Through Arthur Bane we plan to contribute to the conversation about the power of small lifestyle changes that can inspire healthier minds.

A portion of each Arthur Bane item sold in 2021 will directly fund the collaborative efforts of Arthur Bane Apparel and to raise men’s mental health awareness and education. Arthur Bane Apparel is available for purchase at

HeadsUpGuys is a resource for supporting men in their fight against depression by providing tips, tools, information about professional services, and stories of success. Our team of clinicians, researchers, and mental health advocates bring together their expertise and personal experiences to provide you with this unique resource. HeadsUpGuys is a program of The University of British Columbia (UBC), operating under the leadership of Dr. John Ogrodniczuk, who is a Professor of Psychiatry and Director of the Psychotherapy Program at The University of British Columbia.

HeadsUpGuys supports men's mental health in a positive, inclusive, and mutually supportive way with people of all backgrounds and demographics, regardless of gender, race, or sexual orientation.