KISS FM presenter Tyler West is fronting a new campaign to get London’s men talking, as male suicide rates in the capital hit 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, highlighting the urgent need for more everyday spaces where men feel able to open up.
In response, London Designer Outlet (LDO) has partnered with leading men’s mental fitness charity Talk Club to launch Talk & Tatts – a one-off match-day takeover turning match day into a moment for real conversation.
Taking place on Sunday 10th May (11am–3pm), ahead of the National League Final at Wembley Stadium, the activation will transform LDO’s Cube Space into a pop-up tattoo parlour and social hub.
Football match days are one of the UK’s most powerful social rituals for men – built around shared energy, routine and side-by-side interaction. Talk & Tatts taps into this existing culture, creating an environment where conversations feel natural rather than forced.
Tattoos, much like fashion, have long been a form of self-expression. Talk & Tatts builds on this, linking personal style with personal wellbeing – encouraging men to express not just how they look but how they feel.
Fans are invited to:
Hang out in a relaxed, pre-match environment
Get free premium temporary tattoos, applied or hand-drawn by Killer Ink artists
Chat side-by-side with mates or a trained Talk Club Captain
Using tattooing as a natural icebreaker, Talk & Tatts creates low-pressure moments where meaningful conversations can happen organically – side by side, without the intensity of face-to-face interaction.
The Killer Ink artists, all trained by Talk Club, see tattooing as more than art, it’s about connection, trust and shared experience. As part of that training, each artist is 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 has spoken openly about his own mental health struggles, will be on-site throughout the day. Having completed Talk Club’s Captain training, he will be helping to spark open, honest conversations among fans.
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.
