Feel Good, Inside and Out
We believe in cause-led clothing that feels as good as it looks. When you choose our products, you're not just updating your wardrobe, you're part of something bigger. Every purchase supports Help for Heroes, a charity dedicated to supporting veterans and their families to live well after service.
About Us
We’ve come a long way since 2007 when Help for Heroes journey began. Our story is one of extraordinary people, starting with just two, Bryn and Emma Parry. Their determination to do the right thing for our veterans has brought together many incredible people who have supported, volunteered and fundraised, together changing the lives of those who have served.
From what started as a single initiative to create a space designed for veterans, where they could swim and recover in peace and privacy, a movement was born with purpose at its core.
Our Help for Heroes shop embodies the charities aims, supporting in raising awareness and much-needed funds to ensure veterans are able to access the support they need. Now, with a fresh approach to style and a wider collection of unisex, everyday apparel, our shop is evolving to reach a new generation of supporters. We’re staying true to our roots, while exploring new ideas that help more people connect with the cause — one hoodie, one purpose at a time.
How We Make a Difference
This is more than just charity clothing. 100% of profits from every item sold are gifted back to Help for Heroes, directly funding essential services for those who’ve served.
Your purchases support recovery programmes, mental health services, welfare support, and social connection — everything a veteran and their family needs to live well beyond the military.
Thanks to the kindness of our supporters, as a charity we’ve helped more than 30,000 people live well after military service. But many more still need our help.
Shopping here is a small act with a big impact.
Our Clothing Collections
Everyday Style
Relaxed, versatile, and designed to move with you – from weekend walks to everyday wear, wear your support in style.
Unisex Fit
Designed with comfort and simplicity in mind, our collections feature versatile fits and high-quality materials, ensuring everyone can find something to suit.
Purpose-Driven
Look good and feel good- every item supports a vital cause. This is conscious clothing, built to create change.
Positive impact
We’re committed to making better choices – working towards ethical production, lower waste, and lasting value.
Why we love our customers
Our customers aren’t just supporters — they’re part of a community connected by care, compassion, and a shared belief in doing good through everyday choices. Whether you’ve been with us from the beginning or you’ve just joined the journey, you’re helping build something that lasts far beyond a single transaction.
Every order is part of a collective impact — one that helps veterans rebuild their lives and families regain stability. You bring our mission to life through every purchase, every share, every story told.
We’re inspired by your passion, your loyalty, and your willingness to shop with purpose. Together, we’re creating a movement — a stylish, powerful way to stand behind a cause that truly matters.
Thank you for choosing to be part of our community.
