Good Hood Club

Our company: The Good Hood Club is a charitable loungewear company that is committed to championing the fight against childhood cancer by donating 50 per cent of our profits to the Pediatric Oncology Group of Ontario (POGO). For over two years, the Good Hood Club has worked with their community and childhood cancer survivors to build a brand of comfort and support. By finding a nexus between loungewear and pediatric oncology advocacy, we have provided our community with a new and stylish way to give back to an incredible cause.

Why we started the company: The mission behind the Good Hood Club was inspired in part by co-Founder Eloise's battle with cancer as a teenager. At 15, Eloise was diagnosed with Hodgkin’s Lymphoma. Following her diagnosis came four months of cancer treatment, including multiple surgeries, procedures and chemotherapy. Now, Eloise is seven years cancer-free. However, the journey to survivorship has been far from easy. Eloise often faced bouts of severe discomfort, leading her to recognize the immense importance of physical comfort provided by what we wear. 

What need is your product trying to meet? Research shows that young adults are increasingly using the brands they purchase to define themselves. This wave of self-expression through brand association provides an unprecedented opportunity for collaboration between the Good Hood Club and charitable causes. The ability to make customers feel good about their purchases is an invaluable asset that drives a sustainable competitive advantage. The Good Hood Club makes our customers feel a sense of pride, reward and validation that is unparalleled and will drive continued success. 

Is there a Smith School of Business connection to your company? Yes, this business was created in Professor John Pliniussen’s channel and Internet marketing course. If it weren’t for such an incredible professor and course, we would not be where we are today, doing what we love.