Real in Progress: How RIP Industries Is Building Giving Into Every Sale to Support CALM

For RIP Industries, clothing is about expression, identity and the experiences that shape us. And about reminding people that they do not have to have everything figured out.

Founded by Tom Perkins, RIP Industries is an independent skatewear and workwear brand that grew from Tom’s own experience of burnout and mental health challenges. That experience became the foundation for the brand itself: Real in Progress.

For Tom and RIP, giving back was never intended to be a marketing campaign or something that appeared occasionally alongside the brand. Supporting Campaign Against Living Miserably (CALM) felt like a natural extension of what RIP stands for.

“So giving back wasn’t a marketing move. It just made sense.”

CALM works to prevent suicide and support people when life feels overwhelming, through its helpline, webchat, campaigns and wider work to challenge the stigma around suicide and mental health.

For RIP, that alignment is particularly important. The brand draws inspiration from skate culture, car obsession and coffee-fuelled resilience - communities and subcultures where people can find both escape and connection.

“RIP isn’t just about clothes. It’s about expression, survival, and solidarity.”

The giving model is deliberately simple. RIP donates £1 from every order to CALM, making charitable giving part of every sale rather than relying on occasional campaigns or fundraising drives.

As a small independent brand operating on slim margins, the £1 commitment is a level RIP can sustain alongside the costs of producing quality garments, ethical printing, fair labour and running the business. 

For Tom, that milestone demonstrates what can happen when giving is built into a business from the outset.

“It shows that even small businesses can make a meaningful contribution when giving is built into the business from the start.”

The commitment is also resonating with customers. RIP’s feedback highlights not only the quality of its products and customer service but also the meaning behind the brand. Customers have described RIP as an “honest brand” offering “great quality gear” and being “creative with meaning,” while others have highlighted the “proper identity and meaning behind the brand”.

For Tom, that response is important because the biggest return from giving has not been measured in sales. It has been about trust, reputation and staying accountable to the purpose behind the business.

The partnership was made possible with the support of CALM, who directed RIP to Work for Good. Work for Good provides the legal and operational framework that allows businesses to connect their sales with charitable giving, giving RIP peace of mind that its donations are being handled appropriately.

The result is a model that is simple enough to sustain and meaningful enough to become part of the brand’s identity.

“We’re not here to sell you some lifestyle fantasy. We’re here to back people who keep going, even when it’s hard.”

RIP’s ambition is to keep growing so that its contribution to CALM can grow too. More sales mean more funding, creating a direct connection between the success of the business and its ability to support a cause that sits at the heart of its purpose.

“This brand is for people who are tired of pretending. For those who want to wear something that says: I have been through it. And I am still here.”

Key takeaway:
RIP Industries shows how a small independent business can turn personal experience into purpose, building charitable giving into every sale and creating a direct link between commercial success, customer choice and support for people facing difficult times.

To learn more about RIP Industries, please visit their website and instagram.