Where support begins, strength follows.

Asthma isn’t just about coughs or wheezing. For teens, it can mean feeling different, overlooked, or left out. Especially when support is missing.

But today’s teens are powerful. They know how to speak up, support each other, and keep moving forward.

This campaign is built for them. To turn quiet struggles into loud conversations and to show that strength grows when we stand together: one breath at a time, one teen at a time.

Breathable Fabric is a teen-led merch drop that turns personal stories into wearable art.

In partnership with FIT, teens used generative AI to design hoodies inspired by their personal experiences with asthma. Each one features a unique “Lungscape”, a bold visual of what asthma feels like to them.

Scan a hoodie, and the story comes to life in AR. What looks like fashion becomes something deeper: a conversation starter, and a reminder that no one has to navigate asthma alone.

Wear the story. Be the change.

  • “Like drowning on dry land.”

  • “Feeling as if my chest is trapped in a vice.”

  • “A tight band around my chest, restricting air.”

  • “Like there’s a barrier preventing full lung expansion.”

  • “It’s like the air is thick, making it hard to pull into my lungs.”

  • “A sensation of inhaling cold, thin air despite it being summer.”

  • “As if an elephant is sitting on my chest.”

  • “A feeling of constriction or tightening in my chest.”

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