Standing Together in Pink for Pink Shirt Day
20th April, 2026
Kōrero Mai, Kōrero Atu, Mauri Tū, Mauri Ora – Speak Up, Stand Together, Stop Bullying.
At Cotton On Group, we believe everyone deserves to feel safe, supported and valued.
That’s why we’re proud to stand alongside the Mental Health Foundation of New Zealand for Pink Shirt Day in Aotearoa, helping build kinder, more inclusive communities.
Since becoming the official retail partner of Pink Shirt Day in 2019, the support from our team and customers across New Zealand has continued to grow. Together, we’ve now raised more than NZD $3 million for the Mental Health Foundation of New Zealand, helping fund education, resources and programmes that support young people and communities to prevent bullying and strengthen mental wellbeing.
“Pink Shirt Day is something our New Zealand team cares deeply about,” says Kerry Ashford, New Zealand Country Manager. “Every year our team and customers show up in pink with so much energy and passion for this movement and stand together against bullying. We’re incredibly proud to support the Mental Health Foundation of New Zealand for the eighth year running, and the important work they do to help build kinder, more inclusive communities”
From 23 April to 17 May, 100% of proceeds from the sale of Cotton On Foundation products – including a specially designed T-shirt, totes and badges- along with customer donations in New Zealand will go directly to MHFNZ to support their mission of standing up to bullying.
Over the past 7 years, young people in New Zealand have shown their support by purchasing over 300,000 Pink Shirt Day tees, tote bags and badges. An overwhelming representation of how this generation is showing up to support their peers.
For 2026, we partnered with Wellington-based illustrator Bonnie Brown of Studio Bon to create this year’s campaign design. Known for her bold colours and playful shapes, Bonnie’s work brings a sense of joy and fun through illustration.
Bonnie was chosen by our New Zealand team across head office, distribution centre and retail stores – making this year’s design a true reflection of the people and communities standing together against bullying.
The Mental Health Foundation of New Zealand is also a valued partner of our Mental Health Collective, a group of organisations working together to strengthen mental health education, awareness and support for young people and communities around the world.
Want to get involved?