Kid Cudi joins We Are Enough as founding partner to support mental health

Kid Cudi and the We Are Enough partnership

Kid Cudi has made his struggles with mental health a central part of his public identity for years, and that openness has resonated with a generation of hip-hop fans. Now the rapper is taking a more formal step: according to Billboard, Cudi joined the initiative We Are Enough as a founding partner, announced on May 28, during Mental Health Awareness Month.

"Been open about my struggles for years. I know what it's like to be in that dark place," Cudi said in a statement. "That's why I'm excited to be a founding member of We Are Enough, a reminder that we already enough, just as we are. 100 percent of proceeds go straight to nonprofits doing the real work on the ground for mental health."

What is We Are Enough

The initiative was founded by entrepreneur Blake Mycoskie, best known for building TOMS into a global footwear brand. Mycoskie created the organization after facing his own battle with depression. The mission, as stated on the organization's website, is to "spread reminders in every form, bracelets, messages, actions, community, until feeling ENOUGH becomes the cultural default." The organization donates 100 percent of its profits toward mental health initiatives.

The MSG moment

To mark the partnership, every attendee at Cudi's Rebel Ragers Tour show at Madison Square Garden on May 30 received a We Are Enough bracelet. The tour, which began in April, continues through the first week of June with stops in Camden, Hartford, Mansfield, and Bangor.

For a rapper like Cudi whose catalog, from "Pursuit of Happiness" onward, has always doubled as a document of psychological survival, the partnership feels less like a brand deal and more like a natural extension of work he has already been doing for over a decade.