
The Life Is Good Company is an American apparel and accessories wholesaler, retailer, and lifestyle brand founded in 1994. The company is known for its optimistic T-shirts and hats, featuring a smiling stick figure named Jake and the trademarked slogan Life is good. The company was started by brothers Bert and John Jacobs, who began designing and selling T-shirts in 1989. The brand has since expanded to offer a full line of apparel and accessories for men, women, and children, with products sold online and in retail stores across the United States and internationally.
Characteristics | Values |
---|---|
Company Name | Life is Good |
Founders | Brothers Bert and John Jacobs |
Year Founded | 1994 |
Product Range | T-shirts, hats, apparel for men, women, and children, accessories |
Number of Products | Over 900 |
Sales Channels | Online website, retail stores in the US, and 30 countries worldwide |
Sales | $100 million by 2007 |
Philanthropy | Donates 10% of profits to the Life is Good Kids Foundation |
What You'll Learn
'Life is Good' T-shirts and the pandemic
Life Is Good is a T-shirt company founded by brothers Bert and John Jacobs, who started making T-shirts together in 1989 and selling them from a van at East Coast colleges. The company has since expanded significantly, with both wholesale and brick-and-mortar businesses. The brand is most famous for its "Jake" shirts, featuring a grinning stick figure taking part in various activities.
However, the COVID-19 pandemic presented a unique challenge to the company. As the country went into lockdown, store closures led to retailers cancelling orders, resulting in significant losses for the company. The question became: could you sell a T-shirt that said "Life is good" in the middle of a pandemic?
The Jacobs brothers decided to make a radical shift in their business model to address this issue. They switched to a print-to-order system, allowing them to create designs that spoke to the current moment, such as a dog in a bathtub with the slogan "Wash Your Paws" and another that read, "Stay Cool, Stay Calm, Stay Home." These shirts, with their mild and cheery humour, were a success, and the company was able to recoup their initial losses and even increase their workforce.
The company's response to the pandemic demonstrated the power of optimism and the need for positivity in trying times. By embracing a more flexible and responsive approach to design, the Jacobs brothers were able to navigate the challenges of the pandemic and continue to spread their message of rational optimism.
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The company's founders and their philosophy
The Life is Good Company is an American apparel and accessories brand founded in 1994 by brothers Bert and John Jacobs. The company is known for its optimistic T-shirts and hats, featuring a smiling stick figure named Jake and the trademarked slogan "Life is good." The brothers began designing T-shirts in 1989, selling them from a van at East Coast colleges and street fairs. After a less successful road trip in 1994, they returned to Boston and gathered with friends to share stories and seek feedback on drawings and sayings posted on their apartment walls. A drawing of a beret-wearing, smiling stick figure with the phrase "Life is good" stood out, and the brothers printed 48 shirts featuring this design. They sold out in under an hour at a street fair in Cambridge, Massachusetts.
The company's philosophy is centred around optimism and positivity, even in trying times. Bert Jacobs has stated, "life isn't easy, and life isn't perfect, but life is good," espousing a message of rational optimism. This philosophy has guided the company through challenging periods, such as following the 9/11 attacks, when they faced criticism for their upbeat message. However, they quickly adapted, printing an American flag T-shirt and donating the revenue to United Way, ultimately saving their business.
The Life is Good Company has experienced tremendous growth since its early days, expanding its product line beyond T-shirts and caps to include a full range of apparel and accessories for men, women, and children. Their products are now sold online, in retail stores across the United States, and in 30 countries worldwide. The company donates 10% of its profits to the Life is Good Kids Foundation, reflecting their commitment to giving back.
The founders' philosophy of rational optimism has clearly resonated with customers, and the company has become a symbol of wholesome fun and good humour, offering a bright outlook during difficult times.
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The company's history and growth
The Life is Good Company is an American apparel and accessories wholesaler, retailer, and lifestyle brand founded in 1994. It is best known for its optimistic T-shirts and hats, many of which feature a smiling stick figure named Jake and the registered trademark "Life is good."
The company was founded by brothers Bert and John Jacobs, who grew up in Needham, Massachusetts. They designed their first T-shirts in 1989 and began selling their designs in the streets of Boston and out of an old van at colleges and street fairs along the East Coast of the United States. The brothers would gather friends at their apartment to share stories and ask for comments on drawings and sayings posted on their living room walls. On one occasion, a drawing of a beret-wearing, smiling stick figure with the phrase "Life is good" received favourable attention. They named the character Jake and printed 48 shirts bearing his image and the optimistic slogan. At a street fair in Cambridge, Massachusetts, the shirts sold out in less than an hour.
The Jacobs brothers began to sell their T-shirts and hats featuring Jake in local stores, and sales grew quickly. By 2007, they had hit the $100 million sales mark. Life is Good expanded its product lines from T-shirts and caps to a full line of apparel for men, women, and children, as well as an increasing number of accessories. Today, they offer over 900 different items, sold online, in approximately 4,500 retail stores in the United States, and in 30 countries.
The company has faced challenges, such as the impact of the 2020 pandemic and the 9/11 terrorist attacks. However, they have been able to adapt and thrive by shifting their business model to print-to-order, allowing them to create designs that speak to the current moment. Life is Good also donates 10% of its profits to their Life is Good Kids Foundation.
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The Jake shirts
The character of Jake was created by brothers Bert and John Jacobs, who grew up in Needham, Massachusetts, and designed their first T-shirts in 1989. They began selling their designs in the streets of Boston and out of an old van at colleges and street fairs along the East Coast of the United States. After a less-than-successful road trip in 1994, they returned to Boston, unsure about the future of their business. They gathered their friends at their apartment to share stories and ask for feedback on drawings and sayings posted on their living room walls. One drawing that received significant attention was the head of a beret-wearing, smiling stick figure with the phrase "Life is good." The brothers named this character Jake and printed 48 shirts with his image and the phrase "Life is good."
At a street fair in Cambridge, Massachusetts, the Jake shirts sold out in less than an hour. This success led the brothers to start selling Jake T-shirts and hats in local stores, and sales grew rapidly. By 2007, the company had hit the $100 million sales mark. Today, Life is Good offers over 900 different items, including a full line of apparel for men, women, and children, as well as a growing number of accessories. Their products are sold online, in approximately 4,500 retail stores in the United States, and in 30 countries worldwide.
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The company's business model
The Life is Good Company is an American apparel and accessories wholesaler, retailer, and lifestyle brand founded in 1994. The company is known for its optimistic T-shirts and hats, featuring a smiling stick figure named Jake and the trademarked slogan "Life is good." The company was started by brothers Bert and John Jacobs in 1989, selling T-shirts from a van at East Coast colleges and street fairs. After a less successful road trip in 1994, they returned to Boston and created the character Jake, a beret-wearing, smiling stick figure with the phrase "Life is good." The brothers printed 48 shirts with this design, which sold out in under an hour at a street fair in Cambridge, Massachusetts.
The Life is Good Company's business model centers around spreading optimism, offering a diverse range of products, giving back to society, and adapting to the needs of the moment while staying true to their positive brand identity.
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Frequently asked questions
The Life is Good Company is an American apparel and accessories brand founded in 1994. It is best known for its optimistic T-shirts and hats, featuring a smiling stick figure named Jake and the trademarked slogan "Life is good".
Brothers Bert and John Jacobs, who grew up in Needham, Massachusetts, designed their first T-shirts in 1989. They began selling their designs in the streets of Boston and out of a van at colleges and street fairs along the East Coast.
The company has expanded its product line to include a full range of apparel for men, women, and children, as well as accessories. They offer over 900 different items, including T-shirts, hats, flying discs, tire covers, and Adirondack chairs.
Life is Good products are sold online via their website, in approximately 4,500 retail stores in the United States, and in 30 countries worldwide.
Yes, Life is Good donates 10% of its profits to their Life is Good Kids Foundation.