Our Mission

We believe everyone should feel like they belong.

Not just to be tolerated. Not just to be included. But to feel — in your bones — that you have somewhere to go, someone who cares, and something to live for.

That belief is the reason WeBelong exists. And it's the reason every piece of clothing we make carries a message.

Where this began.

In November 2020, we lost a bright, beloved member of our community — Rory Cohen. Her death cracked something open in us. It forced a question we couldn't stop asking: what would have happened if she had felt — truly felt — that she belonged? That her life mattered? That someone was fighting for her?

We couldn't bring Rory back. But we could build something in her honor. Something that reaches the people who are still here — the ones who are struggling silently, the ones who feel invisible, the ones who just need to know the world is better with them in it.

That's WeBelong.

How it works.

WeBelong is a cause-driven clothing brand. Every hoodie, crewneck, tee, and tote we sell is more than an item of clothing — it's a declaration. When you wear WeBelong, you're telling yourself and everyone who sees you that belonging is real, that you deserve to be here, and that you are not alone.

100% of every purchase goes directly to WeBelong Institute — our 501(c)3 nonprofit that funds mental health programs, belonging initiatives, and the campaign to place licensed mental health professionals in every school in California.

The brand funds the mission. Your purchase is the bridge.

Who we are.

WeBelong was founded by Aly, a social innovator, published author, and mental health advocate who has spent her career building spaces where people feel seen, supported, and like they matter. Based in Carlsbad, CA, WeBelong and WeBelong Institute together serve communities across the country with one simple, radical belief: belonging saves lives.

Join us.

Every purchase. Every share. Every conversation you start when someone asks about your shirt. It all adds up to a world with a little more belonging in it.

Thank you for being here. You belong here.

— Aly, Founder & Director, WeBelong & WeBelong Institute