It’s five years since Mr Porter launched its ‘Health In Mind’ content and fundraising initiative. So the online luxury fashion retailer is marking the occasion by partnering with charity Movember on ‘Ahead of the Game’ (AOTG), the youth mental health programme.

With the support of the retailer’s Health in Mind Fund, the global men’s health charity will deliver 500 Ahead of the Game mental health workshops to 10,000 young men in hard-to-reach communities.

The face-to-face workshops will be delivered in grassroots football clubs across London, targeting those areas most inneed of mental health intervention strategies. Provided by Movember-trained facilitators, Ahead of the Game “trainsplayers, parents and coaches to better understand mental health, build mental fitness and strengthen resilience to dealwith challenges in sport and life”.

The programme, which has already rolled out through football, rugby, Australian football and hockey clubs in Canada, “has proven to successfully decrease stigmatising attitudes towards mental health problems. This directly aligns with [our] goal to prompt and normalise meaningful conversations on mental health”, the luxury e-tailer said.

Donations raised over the past five years, through product capsules, campaigns and direct donations to the Mr Porter Health In Mind Fund, will help facilitate this initiative, it added.