good hYOUman.

What good hYOUman. does

good hYOUman is a privately held, direct-to-consumer women's apparel brand founded in 2011 by Brett Novek in Los Angeles, California, operating as WE ARE GOOD, LLC. The company sells comfort-focused casual and activewear — t-shirts, long sleeves, sweatshirts, sweaters, leggings, and accessories — through a single Shopify storefront at goodhyouman.com, with no reported wholesale or third-party retail presence. The product line is built around named signature fabric designations: Cloud Fabric (cotton/modal blend), Butter Fleece (micromodal), Stretch Fleece (rayon/spandex), and Brushed Hacci (polyester/rayon/spandex), with products carrying motivational, gratitude, and pet-themed graphics. Pricing spans roughly $25–$120 per unit, with a $42 monthly Surprise Bundle subscription and a $109 seasonal mystery pack providing recurring or semi-recurring revenue streams.

The business is a single-channel, founder-led DTC operation with a Los Angeles warehouse for fulfillment and international shipping offered via USPS, UPS, and DHL. Marketing runs through organic Facebook and Instagram, an email newsletter, a 15% first-order discount, and on-site SEO/content. The brand has positioned itself around a positivity mission, with a documented history of charitable collaborations (Stand Up to Cancer, The Giving Keys, Race to Erase MS, Leukemia & Lymphoma Society, Teen Cancer America, Boo 2 Bullying, Surfrider Foundation, A21). No external funding rounds, no institutional investors, and no parent company are reported in the available data.

The offering portfolio includes ~228 total SKUs across categories, with 112 in-stock women's products at the most recent collection snapshot. There is no disclosed headcount, no reported revenue, no AI/ML capabilities, no proprietary patents, and no major institutional partnerships beyond the charitable collaborations. The company remains a small, founder-controlled DTC brand with limited but defensible brand equity and a recurring-revenue subscription layer.

Name

good hYOUman.

Legal name

WE ARE GOOD, LLC.

Website

https://goodhyouman.com

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

11–50 employees

Short description

good hYOUman is a privately held, founder-led direct-to-consumer women's apparel brand selling comfort-focused casual and activewear through a single Shopify storefront, anchored by signature fabric technologies, a $42 monthly subscription bundle, and a charity-driven mission.

Ownership category

akta.pro rank

Product category

Women's Apparel

SIC

Retail-Apparel & Accessory Stores (5600), Retail-Women's Clothing Stores (5621)

akta.pro primary industry

Outdoor & Active Lifestyle Apparel Retail (CRAAABAL)

Keywords

• Women's apparel
• Comfort clothing
• Direct-to-consumer fashion
• Activewear leggings
• Apparel subscription box

Headquarters

HQ city

Irvine

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Operations, Personnel, Technology or R&D, Infrastructure

Revenue model

1. Direct Product Sales: One-time purchases of apparel products including t-shirts, sweatshirts, leggings, activewear, and accessories sold through the Shopify e-commerce store. Products range from $25-$120+ with various styles and colors.
2. Subscription Bundle: $42 monthly subscription mystery bundle offering 2 top-quality American-made pieces curated by in-house stylist, delivered every 30, 45, or 60 days based on customer preference.
3. Gift Cards: Digital gift cards sold in $50, $100, and $200 denominations, providing flexible store credit for recipients.
4. Seasonal Mystery Pack: Seasonal mystery pack offering $250 value of products for $109, providing discounted curated bundles to customers.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

good hYOUman is a direct-to-consumer women's apparel brand that designs, sells, and ships comfort-focused clothing — t-shirts, long sleeves, sweatshirts, pullovers, sweaters, leggings, activewear, and accessories — through its own Shopify e-commerce store at goodhyouman.com. The core offering is built around proprietary soft fabric technologies (Cloud Fabric, Butter Fleece, Stretch Fleece, Brushed Hacci), positivity-themed graphics, and a recurring $42 Surprise Bundle subscription alongside Seasonal Mystery Packs. Fulfillment is operated from a Los Angeles warehouse with free domestic shipping and paid international shipping.

Product overview

good hYOUman is a women's comfort-focused apparel brand offering a portfolio of soft, positivity-message clothing built around three signature fabric technologies: Cloud Fabric (cotton/modal blend), Butter Fleece (micromodal-based), and Brushed Hacci (polyester/rayon/spandex blend). The product lineup centers on comfort wear across categories: t-shirts (The Brice), long sleeves (The Suzanne), sweatshirts (The Chelsea, The Dave, The Vita), sweaters (The Carrie Swoop Neck), activewear (The Jaelynn High-Waist Leggings, The Stormi Leggings, The Lili Active Crop), and accessories (hats). All products feature motivational, gratitude, and pet-themed messaging. The brand also offers a $42 monthly Surprise Bundle Subscription and Seasonal Mystery Packs. Gift cards are available in $50, $100, and $200 denominations. The company operates as a direct-to-consumer Shopify ecommerce store.

Differentiator

Problem solved

Functional benefit

Products and services

• The Brice Tee Best-selling women's t-shirt made from the signature Cloud Fabric cotton/modal blend with a relaxed fit, available in multiple graphic designs at $48.
• The Suzanne Long Sleeve Women's long sleeve tee in Cloud Fabric cotton/modal blend with relaxed fit, crew neck, and side split hem; available in Classic Fit and graphic designs.
• The Chelsea Sweatshirt Women's best-selling super-soft sweatshirt with wide neckline and relaxed fit, available in multiple graphics and colors at $64–$74.
• The Dave Pullover Women's oversized retro-style pullover in Stretch Fleece (95% rayon, 5% spandex), described in the brand's marketing as 'like wearing a hug'.
• The Carrie Swoop Neck Sweater Women's relaxed sweater with stretch fleece fabrication, side split hemline, loose relaxed fit, and swoop neck design at $65.
• The Vita Crewneck Women's oversized crewneck sweatshirt in Butter Fleece (micromodal-based fabric) with raglan sleeves and exposed seam detailing.
• The Stormi High-Waist Athletic Legging with Pockets Women's high-waist athletic leggings with pockets, 4-way stretch, and buttery-soft fabric designed for workouts and everyday wear.
• The Jaelynn High-Waist Athletic Legging Women's best-selling high-waisted athletic leggings with buttery-soft second-skin feel, 4-way stretch, and 4-inch waistband (87% polyester, 13% spandex).
• The Lili Active Crop Tank Women's active crop tank top available in multiple graphic designs including motivational and pet-themed prints, priced $31–$44.
• The Smith Pullover Women's pet-themed pullover featuring 'Can I Bring My Dog?' graphic in Brushed Hacci fabric, sold at $74.
• The Mary-Beth Pullover Women's cozy pullover in Brushed Hacci fabrication (60% polyester, 32% rayon, 8% spandex), priced at $74.
• Family Over Everything Hat 100% cotton hat carrying the 'Family Over Everything' positivity message.
• $42 Surprise Bundle Subscription Monthly subscription service delivering 2 American-made pieces handpicked by an in-house stylist, with delivery every 30, 45, or 60 days at the customer's choice and free shipping in the USA.
• Seasonal Mystery Pack Seasonal mystery pack offering a stated $250 value of products for $109, providing multiple curated pieces as a surprise bundle.
• Digital Gift Cards Digital gift cards redeemable on goodhyouman.com, available in $50, $100, and $200 denominations.

Quantifiable outcome

• The Brice tee has 66 reviews with 94% satisfaction
• +2 more outcomes

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Eight partnerships are on record, tiered minor.

• Stand Up to CancerminorStrategic or Co-development PartnerPast collaboration partner. Brand mission includes giving back and doing good through partnerships with charitable organizations.
• The Giving KeysminorStrategic or Co-development PartnerPast collaboration partner focused on employment and empowerment through jewelry-making.
• Race to Erase MSminorStrategic or Co-development PartnerPast collaboration partner supporting multiple sclerosis research and awareness.
• Leukemia & Lymphoma SocietyminorStrategic or Co-development PartnerPast collaboration partner supporting blood cancer research and patient support.
• Teen Cancer AmericaminorStrategic or Co-development PartnerPast collaboration partner supporting teens and young adults with cancer.
• Boo 2 BullyingminorStrategic or Co-development PartnerPast collaboration partner focused on anti-bullying initiatives.
• Surfrider FoundationminorStrategic or Co-development PartnerPast collaboration partner supporting ocean conservation and environmental protection.
• A21minorStrategic or Co-development PartnerPast collaboration partner fighting human trafficking through awareness and rescue efforts.

Scale indicators3 records

Recent moves6 records

Expansion highlights3 records

Direct peers

• Christy Dawn: DTC women's apparel brand with mission-driven positioning and sustainability storytelling. Comparable to good hYOUman on founder-led brand narrative, DTC-only model, and values-aligned customer base.
• Skims: DTC apparel brand built around comfort, body inclusivity, and softness — comparable to good hYOUman's positioning on comfort fabrics and women's lifestyle basics. Both rely heavily on community-driven brand storytelling and DTC ecommerce.
• Beyond Yoga: Women's comfort and activewear brand with strong emphasis on soft fabrics and inclusive sizing. Direct overlap with good hYOUman's leggings, sweatshirts, and softness-led product positioning, particularly in the high-waist athletic legging category.
• Vuori: Premium DTC activewear and comfort apparel brand built around softness, performance, and lifestyle positioning. Highly comparable to good hYOUman on target customer (active women), comfort-first fabric identity, and DTC ecommerce-led model.
• Spiritual Gangster: Lifestyle and activewear brand with positivity-themed messaging and philanthropy partnerships. Direct overlap with good hYOUman's motivational messaging and charitable-cause brand identity, plus shared soft apparel product categories.
• Cotopaxi: Mission-driven apparel brand deeply tied to charitable giving and a founder-led storytelling approach. Comparable to good hYOUman on cause-driven brand identity and DTC ecommerce-led distribution, though Cotopaxi skews more outdoor.
• Outdoor Voices: DTC activewear brand targeting women with technical leggings, crops, and community-driven marketing. Similar comfort-meets-active positioning to good hYOUman's activewear line, with overlapping customer persona and DTC subscription patterns.
• Pact: DTC women's basics and activewear brand emphasizing comfort, organic materials, and direct-to-consumer ecommerce. Comparable to good hYOUman on women's comfort apparel, basics-led assortment, and DTC subscription-style retention.

Broad incumbents

• Aerie (American Eagle Outfitters): Aerie is a major women's comfort and activewear brand operating within American Eagle Outfitters. Comparable to good hYOUman on women-targeted comfort apparel, but at vastly larger scale with multi-channel retail and significantly larger marketing budgets.
• Athleta: Gap Inc.'s women's activewear and lifestyle brand. Comparable product categories (leggings, active crops, sweatshirts) and customer demographic to good hYOUman, with significantly broader assortment and omnichannel reach.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/goodhyouman
• Instagraminstagram.com/goodhyouman/?hl=en
• Xx.com/goodhyouman

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about good hYOUman.