Ben Miller lost two of his friends to suicide. Neither sought professional help for their mental health challenges.

So when Miller founded WIRTH Hats, he committed the Vancouver social enterprise to a mission. It’s to help reduce the stigma around mental health, and provide financial assistance for people wanting to seek therapy and counselling.

WIRTH Hats honours the memory of Jakob Wirth, who once told Miller that he wanted to set up the best hat company in the world. Wirth died in Turkey in 2013.

To coincide with Mental Health Awareness Month, the company has launched six new hats, including the ones above and below.

Profits of hat sales go to mental health initiatives, and particularly support the company’s counselling program that is available for anyone across the world.

“I truly believe that if WIRTH can help even one person, it will all be worth it,” Miller says. “You can’t put a price on life, and that’s something I am willing to dedicate mine to.”