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In the midst of global upheaval, no character is quite as relatable as gudetama. An unintentional mental health mascot in the form of a lazy egg yolk, gudetama bridges hearts, conversation, communities and continents. There couldn’t be a more apt time to celebrate this darkly humorous pop culture icon than in the midst of our global struggle with COVID-19, and a cultural revolution that brings with it all manner of mental health challenges and hard conversations. Because humour is how we survive these times, it’s how we protect ourselves from spiralling.


We challenged ourselves to create a collection from the depths of London lockdown, our team working from their homes, getting innovative with the materials we have access to. The first drop centres around our very own CC-attired gudetama, available as a kinetic enamel pin. 5% of each sale is donated to Mind, a mental health charity close to our heart, that is providing specific support to those affected by COVID-19, and who have focussed programs to support the black community.

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