Adwoa Aboah and Cou Cou Launch Mental Health Tee for Gurls Talk
Adwoa Aboah turns a slogan tee into something sharper: a limited Out of Order shirt for Gurls Talk, with every penny going to her mental health nonprofit.
Adwoa Aboah has given the slogan T-shirt a cleaner point of view. The limited-edition Out of Order tee, made with Cou Cou and released for Mental Health Awareness Month, is the kind of easy white shirt that works because it carries a name readers already know, a message with emotional weight and a cause built into the price tag: 100% of proceeds go to Gurls Talk.
That matters because slogan tees can so often feel either overworked or undercooked. Here, the appeal is not just the text across the chest. It is Aboah herself, whose Gurls Talk platform has long stood for more open conversations around women’s well-being, and the fact that the collaboration was designed as a mental health awareness initiative centered on the messiness of being human. The message is direct, but the execution stays wearable. Cou Cou made the shirt from 100% organic Heritage Cotton, which gives the piece the right kind of everyday appeal: soft, easy, and practical enough to live in with denim, a satin skirt or under a blazer.
The rollout was smartly placed, too. Cou Cou partnered with Dover Street Market London on the campaign, and the imagery was shot in Los Angeles by Zora Sicher, giving the project the polish of fashion rather than the flatness of charity merch. The tee went on sale April 30 on Cou Cou’s website and at Dover Street Market London, with a further retail launch at Rose Bakery scheduled for May 16. For a label founded only in 2022 by Rose Colcord, the collaboration gives Cou Cou a sharper cultural signal than a standard logo drop ever could.
Gurls Talk gives the shirt its emotional center. Aboah founded the nonprofit in 2015 as a judgment-free space inspired by her own mental health journey, and the organization says it focuses on the mental health and well-being of adolescent girls and young women. That history gives the phrase Out of Order a little more bite. It reads less like a throwaway slogan and more like a permission slip, especially in a fashion moment when the most desirable basics are the ones that look relaxed but still say something.
The result is a tee that works on two levels at once. It is simple enough to wear now, with no styling gymnastics required, and specific enough to feel like more than a cause campaign. That balance, between statement and ease, is what makes it worth noticing.
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