Introducing The Column. Maison de Choup's destination for discussion, covering the intersection between fashion and mental health.

Making Mental Health Matter

Making Mental Health Matter

Maison de Choup has been described by Vanity Fair as 'The Fashion Brand with a Mental Health Cause at its Heart' and is dedicated to changing the way we talk about mental health.

The Story

Why Maison de Choup?

  • 25% to YoungMinds Charity

    25% of proceeds from certain collections goes to YoungMinds Charity helping young sufferers.

  • 100% Organic Cotton

    All our tees are made from 100% ethically sourced organic cotton. Beautifully soft to the touch.

  • Always Tracked Delivery

    We always send out your orders via tracked delivery, so you can feel safe that it will arrive in good condition.

The Talkin' About Podcast

Run by Charlotte & George, together they explore the world of mental health, what it's like to suffer and how to combat the feelings. Every month we also interview some very special guests.

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Fashion With Purpose

We do not work like other fashion brands, we produce what is reasonable, and we never keep much stock. We avoid overproduction, maybe it slows down our growth, but we don’t care. Because we drive Maison de Choup like our grandparents would have done it: slowly, with great care and a lot of love.

Hear the Story Virtually

Described as ‘the mental health spokesperson of our generation’ George is known for his incredible honesty and no-filter approach to opening up about his suffering. Book George to do a virtual talk or workshop.

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A Family Run Brand

Still in its infancy, Maison de Choup is run from the kitchen table. We take great care of our products and customers in the way we'd like to be treated, from the ordering process to the delivering process. If you need any help with anything at all, just give us a shout.

Positive Affirmations

We've teamed up with the messy scribbler, FloopyGoop, in a new collaboration called Positive Affirmations. On a stylish square of paper (10.5cm), you can have your own positive affirmation commissioned in avant-garde handwriting. Up to 8 words.

Simply add the affirmation to your basket then drop us an email with your wording or desired phrase/quote and we’ll do the rest. 

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  • Vegan Friendly

    All our clothing is approved vegan friendly.

  • Fair Wear Foundation

    Our supplier is a member of the Fair Wear Foundation.

  • Confidence in Textiles

    All clothing is tested for harmful substances according Oeko-Tex© standard.

Inspired Packaging

Each purchase comes wrapped in a brown paper panic attack bag. Drawing inspiration from George's story and reminding you to breathe every so often. 

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Behind the Name

Spanning back to when founder George was suffering from mental health, his sister Charlotte helped him through some of the darkest days and is always there for him. 

The name 'Maison de Choup' is based on her nickname, House of Charlotte. A dedication to how close they are.

Got a Question?

How long will my order take to arrive?

We try to get your order to you within 3 days of purchase. Every order we send is via tracked delivery but please allow 5 working days. Next day delivery is an option at checkout. Due to Covid-19 we have changed our FAQ's on delivery. Please check our updates page for more information.

What does 'Maison de Choup' mean?

The name Maison de 'Choup' is based on George's nickname for his sister Charlotte when he was younger, House of Charlotte. 

Does a donation go to YoungMinds on every purchase?

A donation average of £5 from 'Warrior' and 'Words Fail Me' tees goes to YoungMinds Charity.

How do I contact you?

There are a few ways to contact us. Our Customer Service Line is; 07850 109114. Alternatively, you can email us at We aim to respond within 12 hours.