Tim Henneberry, founder of Fog Off Clothing Co.
DIGBY, NS - After a lucrative weekend selling his clothes during Scallop Days, Fog Off owner and founder Tim Henneberry has decided to donate 10 per cent of his profits to mental health in Digby.
It’s an issue held close to his heart – Henneberry has ADHD and OCD and was previously married to a psychiatrist.
A fisherman by trade, Henneberry searched for ways to become a mental health advocate and stumbled upon the concept of fog.
“It’s like when you’re in a black fog out on the water – you need someone to help pull you out of the mental foginess sometimes,” he says.
The concept behind the clothing
“Mental health was basically my life,” says Henneberry of the time he spent married to his psychiatrist husband.
“Dinner time was him doing dictations about patients and discussing mental illness in general."
After they separated, Henneberry started his clothing brand three years ago in to advocate mental health in a very public way.
He says his shirts are emblazoned with the company’s name not only for self-promotion, but to initiate conversations when people notice them.
“If someone wearing one of my shirts gets stopped, and someone says, ‘fog off, that’s funny,’ it would be cool if they in turn said, ‘well do you know about the brand and what it stands for?’” says Henneberry.
“It’s all about starting and continuing that conversation.”
Donating to mental health
The brand is partnered with the Canadian Mental Health Association and its local counterparts and works with them to promote healthy discourse on all facets of mental health – be it ADHD, OCD, or any mental illness.
Henneberry says he donates locally so he can see where the money will go.
“It’s nice to be in a community and donate to the people that you’ve seen while selling clothes there,” he says.
While the first two years of his business were spent establishing stores and business partnerships, Henneberry is using this year to travel to small towns across the Maritimes so he can spread his message himself in person.
And as an Eastern Passage native – where he grew up fishing – he loves small town Nova Scotia.
“Scallop Days was great, and selling during this Tall Ships event has also been a blast. Foot traffic is great, and also getting our message out to so many people has been so rewarding,” says Henneberry.