It’s a simple idea and it begins with you

Each time you buy something from us, we'll match it with a donation of a new item of clothing to someone in need. 

It's an uncomfortable truth that too many people here in the UK experience a level of poverty that leaves them reliant on charities for food, clothing and shelter. We know a T-shirt won't cure the complex issues underlying this, but it's an easy way to give directly to those who struggle to meet the most basic needs of day to day living. 

Buy one, give one isn’t even our own idea. Introduced some years ago by US company, TOMS shoes, their ‘one for one’ business model has been adopted by a number of companies who aim to operate with more than just profit at their heart.

SO HOW DOES IT WORK?

• You buy a Good Joe
• We tally up the number of Good Joes sold and twice a year we donate that same number of new T-shirts or other basics (depending what's needed) to a charity partner for distribution to people in need in the UK.
• You get something new to wear, and so do they.

THAT'S HOW YOU WEAR A DIFFERENCE.