AILEEN’S UNIFORM ATLAS
The Pulse is pleased to present Aileen’s Uniform Atlas, a recurring feature written by Aileen Out.
Out is the owner of Prettybusiness, a news blog in the Netherlands that focuses exclusively on work clothing.

In recent years, there has been growing awareness of mental health. For employers, this isn’t always easy—how do you create a work environment where employees feel comfortable talking openly about their feelings? Workwear company Trademutt has made this their mission. They sell workwear designed to start conversations about mental health, and more and more industries are showing interest in their unique collection.

The idea began in 2016 when Australian carpenter Dan Allen received the devastating news that a close friend had died by suicide. Together with his good friend Ed Ross, he decided to launch a workwear brand called Trademutt, with the goal of raising awareness about mental health in the workplace.

Their shirts featured unique, eye-catching prints combined with fluorescent elements, as their target audience was workers in the construction, building, and mining industries. On the back of each shirt, the phrase “This is a conversation starter” was printed. The idea was that by wearing these shirts, workers could signal that they were open to talking with colleagues, helping to create a work environment where mental health could be discussed more freely.

Their focus on these industries made perfect sense—suicide rates among construction and trade workers are significantly higher than in other fields, largely due to the lack of conversation around emotions and mental health. 

This Is A Conversation Starter

Now, almost a decade after the idea was born, Trademutt has grown significantly. They currently employ 16 staff members, including their office dog Yuki, who has been serving as Chief Morale Officer since 2020—of course.

As of 2025, the company sells shirts and trousers in six different prints for both men and women. 50% of their profits are donated to TIACS (This Is A Conversation Starter), a free mental health support service for tradespeople, truck drivers, farmers, and laborers. Inside every Trademutt shirt, a QR code is printed under the pocket flap, allowing wearers to access more information about TIACS. Since 2018, nearly 4,650 people have received professional help through the organization.

Custom-Designed Collections

Trademutt has also partnered with the Australian Forest Products Association (AFPA), a key industry body representing Australia’s forest products sector. For them, Trademutt designed a custom print featuring elements like fire, grass, wood, and soil—alongside native Australian animals like the snake and the kangaroo. 

A similar project was launched with the Motor Trades Association of Queensland (MTA Queensland). Their custom print features colorful tire tracks and roads. Above the “This is a conversation starter” slogan, an additional message reads: “Don’t Shut the Bonnet on It“, a powerful metaphor encouraging workers not to keep their struggles bottled up.

Mental Health Awareness is More Important Than Ever

Trademutt is a perfect example of how a company can achieve both commercial success and social impact. It also shows that workers are increasingly open to bold, standout workwear, as long as it carries a meaningful message. And it’s no surprise that this message resonates. In recent years, there has been growing awareness around mental health, leading more people to seek psychological support. And that’s a good thing—because bottling up emotions helps no one.

Let’s be honest: isn’t this the ultimate workwear success story?