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Hi! 👋 We're This is Dementia and we’re a social enterprise based in London, raising awareness of dementia - particularly young onset, through the sale of our unique, hand-drawn t-shirts. For every t-shirt you buy, we donate 100% of the profit to our official charity partner Dementia UK, to help fund their Admiral Nurses who provide incredible specialist support to families across the UK affected by dementia.



The main aim of our t-shirts is to educate people about the presence of dementia, with key focuses on both highlighting young onset dementia, and opening up the topic within public conversation across all generations. Whilst over half the UK public has been affected by dementia - the understanding of the disease can still be lost.

With over a quarter (27%) of people aged 15-24 incorrectly thinking that dementia is an inevitable part of getting older, we hope by starting these conversations we can debunk some of the myths and start sharing real stories.

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Sustainable & transparent

Partnering with fashion brands and mills to repurpose excess raw materials allows us to cut down on waste within the fashion industry and give another life to the fabric.

We believe in full transparency across the entire business - as a customer, you should know exactly where your product was made and where your money is going.

This is why every aspect of our production line is online for you to see. From our fabrics to our supply chain, we want our journey to be as open and personal as possible.

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Raising funds

The work of Dementia UK’s Admiral Nurses is invaluable for the families they support across the UK - with our founder Lizzie’s family being one of them. We are so proud to donate 100% of our profit to their incredible work to help fund more Admiral Nurses across the UK.


This is Dementia was founded by Lizzie Perry in December 2019, following her dad's diagnosis of frontotemporal dementia, at the age of 58. Symptoms of dementia can vary from person to person. For Lizzie's dad, two of the symptoms are staring and speech impairment which has resulted in instances  where people have reacted negatively and aggressively towards him, for example - something as simple as when he is out walking the dog. Lizzie noticed a huge need for further awareness surrounding this disease and particularly how it can affect adults of all ages.

As a quick and visual solution to people’s behaviour, Lizzie had a t-shirt printed which read ‘Sorry for staring, it’s just my dementia’ which proved to be an instant help. 

It allowed her family to relax when they were out in public and also put concerns of strangers at ease. Some people even began offering help and starting conversations when they read the t-shirt and understood the situation.

After the success of this initial t-shirt, Lizzie was inspired to take her idea further to address the lack of education around dementia and simultaneously raise money for the incredible work of Dementia UK’s Admiral Nurses. 




Lizzie is a coffee-fuelled ray of sunshine who brings positivity and passion to all she does, whether that’s dancing around the office or inspiring partners to support her social enterprise. You’ll find her outdoors at every possibility or cooking up a questionable storm in the kitchen.



Jay is a zany creator with an out of this world imagination, that he funnels into songs, illustrations and other designs. You won’t find Jay without a pair of crazy socks and a pencil in his top pocket. His playful, colourful approach to design will put a smile on anyone's face.



Rob is our resident tech fanatic, always looking to streamline, improve and digitise everything from our voice command kitchen lights at home to our sales process here at TID. His start-up experience brings a wealth of expertise and he’s happiest with a beer in hand chewing on some great biltong.



Emma is a book nerd using her love of words to bring to life our TID copy and communications. She loves all things carbs and cheese and is a highly competitive fan of board games.

Talk to us!