Everyone knows how frantic New York Fashion Week is. To that end, KCD, our agency of record, teamed up with ATM, the label by Anthony Thomas Melillo, to launch the KCD x ATM : Slow Down cap collaboration and Instagram campaign this NYFW.

Look out for KCD x ATM branded hats on KCD staff and friends at shows and events throughout the week. The cap design features block 3D-stitching on the crown to remind its wearer to “slow down” and take a deep breath.

“When my friend Tony [Mellilo] gave me a ‘Slow Down’ cap, I was hoping it would immediately impact me, but what I quickly learned was how it stopped people I met in their tracks and made them take pause with a laugh,” said KCD co-chairman Ed Filipowski. “That’s good design and good for NYFW.”

And it’s for a cause we love. The #KCDxATMSlowDown Instagram campaign supports the CFDA Health Initiative, which is committed to the wellness of mind and body and healthy working environments for models. For every photo posted with the #KCDxATMSlowDown hashtag, KCD will donate $1 to the CFDA Health Initiative (Thank You!!!).

“The CFDA Health Initiative is another important reminded of how we need to take care of each other in this industry,” Filipowski said.

So take a photo, selfie or otherwise, use the hashtag, and post away. If you don’t have the $75 hat on hand, get it at ATMcollection.com now!