Image courtesy Ellie Mae

Ellie Mae Just Designed a Collection of Accessories to Support a Youth Mental Health Helpline

100% of the profits from each sale will go to Kids Help Phone.

For the second consecutive year, Toronto brand Ellie Mae has partnered with Kids Help Phone—Canada’s only 24/7 national service offering confidential professional counselling, information, referrals and text-based support for young people—on a limited edition series of accessories.

“When Kids Help Phone approached me to collaborate together, the relationship felt extremely organic,” says the brand’s founder Ellie Mae Waters. “Being a creative and understanding/accepting my creative process isn’t the easiest. I’m my biggest critic and not always my biggest fan. I have found along the way that talking about my personal and work-related struggles always makes me feel less overwhelmed by my thoughts. I take huge comfort knowing there is a service like Kids Help Phone that anyone can call to chat about anything they are going through.”

Image courtesy Ellie Mae

For this second collaboration, Waters expanded her initial offering of ties and pocket squares to include scrunchies (which, ICYMI, are having a major moment). “The reason we designed ties and pocket squares is because Kids Help Phone is trying to build awareness that their services are available to younger men and encourage them to feel comfortable to reach out if they need someone to talk to. We added scrunchies in hopes that it would also get women involved in the conversation and spread the word even more.”

Each piece is made and designed in Canada from Liberty of London fabric made of 100% cotton. The scrunchies retail for $20, ties for $70 and pocket squares for $40. 100% of the profits from each sale will go back to Kids Help Phone. “We went with a brighter and bolder pattern because we felt it was an easier conversation starter and that was our goal with this – to spark a conversation in efforts to break down barriers around mental health, especially amongst young people,” says Waters.

The collection launches on February 29th and will be available both online at and in store.