KISS FM presenter Tyler West fronted a powerful new campaign yesterday aimed at getting London’s men talking, as male suicide rates in the capital reach a six-year high.
New data from the Office for National Statistics shows men account for 73% of all suicides in London, with around 14 men dying by suicide every day across the UK, underlining the urgent need for more everyday spaces where men feel able to open up.
In response, London Designer Outlet (LDO) partnered with leading men’s mental fitness charity Talk Club to launch Talk & Tatts – a one-day match-day takeover that transformed Wembley’s pre-match atmosphere into a space for meaningful conversation.
Held yesterday (Sunday 10th May) ahead of the National League Final at Wembley Stadium, the activation took over LDO’s Cube Space, turning it into a pop-up tattoo parlour and social hub where football fans could connect, reflect and talk openly side-by-side.
Recognising football match days as one of the UK’s most powerful social rituals for men – built around shared energy, routine and camaraderie – Talk & Tatts tapped into this culture to create an environment where conversations felt natural rather than forced.
Throughout the day, fans were invited to spend time in a relaxed pre-match setting, receive free premium temporary tattoos from Killer Ink artists, and chat informally with friends, trained Talk Club Captains and Tyler West himself, who has previously spoken openly about his own mental health experiences.
Using tattooing as a natural icebreaker, the activation created low-pressure moments for genuine conversation to happen organically, side-by-side, without the intensity of face-to-face interaction.
The Killer Ink artists, all trained by Talk Club, approached tattooing as more than just art, instead using it as a tool for connection, trust and shared experience. As part of their training, each artist was equipped with one simple but powerful question: “How are you? Out of 10?” – a prompt proven to improve mental wellbeing by over 15%, helping men build emotional awareness, connection and resilience.
Tyler West, who completed Talk Club’s Captain training ahead of the event, spent the afternoon meeting fans and encouraging open, honest conversations around mental health.
Ben Akers, Co-Founder of Talk Club, says, “Talk Club is about being where men are. Men go to football matches to belong. Lucky ones go to Wembley. Talk & Tatts is about leaning into this. Football and tattoos are about tribalism. Partnering with LDO and Tyler allows us to help men help themselves, under the mask of skin art. Because mental health isn’t naturally cool. But Mental fitness can be. We’re also working with Killer ink to train up Tattoo Artists to be Talk Club Captains to make that time in the chair count.”
Michelle D’Vaz-Plant, Head of Marketing at London Designer Outlet, says, “At London Designer Outlet, we’re focused on creating spaces where people feel connected and supported whether they are shopping or visiting Wembley for an event. With male suicide rates at such a critical level, partnering with Talk Club is about helping make conversations around mental health feel more open, accessible and part of everyday life.”
As part of its wider commitment to community wellbeing, the initiative supports LDO’s ambition to become the UK’s first mentally healthy shopping centre, embedding mental fitness into everyday social moments and supporting long-term wellbeing in the local community.
