CEBU, Philippines - “Life is good” Or so a t-shirt, worn by 16 year old Tina, proclaims. What does a high school student know about the current economic crisis plaguing the nation and the world? How can she actually wear an article of clothing shouting a slogan that is contrary with what we are experiencing right now?
“I know times are hard, but I think we have to remind ourselves every once in a while to think positive”, Tina explains. “Plus, Jake is cool.”
Jake isn’t Tina’s boyfriend, mind you. He is the confident, energetic and cool face of Life is good, a 15-year old brand whose main vision is to spread global optimism through apparel, accessories and festivals and charities. And Tina is just one of the thousands of people who have been affected with the message.
When brothers Bert and John Jacobs started selling their “optimistic apparel” out of their van, and later on, out of their Boston apartment 15 years ago, their goal was to create a brand that would spread a positive and optimistic message that would stand the test of time and would not just be a fad. Little did they know that we would be facing times like these, years later, where their message is either ironic or uplifting, whichever way you want to look at it.
“It is generally people who face the greatest adversity who embrace this message the most”, says co-founder Bert Jacobs.
And we all know how good Filipinos are in using humor and laughter to get through hardships and difficult times. Maybe this is why the message of Life is good is resonating with young people like Tina, who want to have a glass half-full outlook in life. And while most people might say that a statement like this is unrealistic and is not really progressive or helpful for people who are experiencing difficulties, that is precisely the thinking that Life is good wants to propagate; that going through adversity creates a positive change that will impact you and those around you.
“People have a higher sense and appreciation of the simple things when they’ve been through something difficult. It’s our job to see the glass half full”, Bert explains
And this is a philosophy that translates into the designs and statements that can be seen in all Life is good products, whether it be t-shirts, caps, shoes, mugs and even soccer balls and ultimate Frisbees. With minimalistic but colorful artworks and comfortable but durable materials, all Life is good products carry refreshing and sometimes humorous messages, from the brand tagline to other statements like “Do what you like, like what you do” or basically anything that has to do with good vibes and positivity.
In short, the brand appeals to people who want to share the message that, well, life is good. Their consumers are not defined by demographics, but by the way they live; people who love the outdoors, sports, pets, the beach, people who love to relax. These are the people who love to wear Jake and his trusty dog Rocket and who want to have a positive impact on the people around them.
But the message of Life is good goes beyond the clothes and the accessories. At the heart and soul of its message of positivity is the desire to bring about positive and practical change and so, the Life is good Kids Foundation was born. The foundation supports charities that help children who have been victims of poverty, violence and loss. These charities are supported through various means, like the donation of 100 percent of sales of fundraising tees and other products. But the more popular means of support for the foundation is through the various Life is good festivals across the US. The festivals began in 2003 and have drawn thousands of adults and children to enjoy a full day of contests and activities, all with the end goal of raising funds for the particular charity they support.
Last May 2008, the Philippines joined in this tradition by holding the 1st ever Life is good Watermelon Festival. Hundreds of parents and kids enjoyed a day of face painting, parlor games and watermelon activities and of course, helped raise funds for Bantay Bata Foundation. This is just the first of local activities that will familiarize the Philippines with not just the brand, but even more, the philosophy behind the brand.
“I would rather be positive than dwell on all the bad things happening”, Tina emphasizes when asked why she would continue to wear her shirt. And from its products, the festivals, the foundations and of course its name, Life is good will continue to spread its message of positivism, 10, 20, 30 years from now, no matter what the economic climate may be.
“There’s going to be optimism in the world, and there’s going to be pessimism,” Mr. Jacobs says. “Our attitude is that these things will come and go, but in the long run, you won’t even see that other stuff in the rearview window.”
Spread the good vibes, visit us at Bratpack Ayala Cebu.