Draft:Good Store

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Good Store
Company type
Private
Founded2023; 3 years ago (2023)
Founder
Headquarters
Missoula, Montana
Key people
Laura Jones Joukovski (CEO)
Products
  • Socks
  • coffee
  • tea
  • soap bars
  • cleaning products
ParentDFTBA Records
Websitegood.store

Good Store is an American e-commerce company founded by the Green brothers (Hank and John Green). Originally a sock subscription service, the company sells everyday products such as coffee, tea, soap, and eco-friendly cleaning supplies.

All profits generated by the company are donated to charity partners, primarily Partners in Health. As of August 2025, Good Store had donated over $10 million.[1]

History

Origin

Good Store was founded in 2023 by the Green brothers, Hank and John Green. The primary intent of the company was to raise funds for a new maternal health center in Sierra Leone.[2] This was part of the brothers' larger fundraising commitment to Partners in Health, which was announced in 2019 and consisted of raising $25 million over the following five years.[3][4] To raise a portion of these funds, the brothers decided to sell products using the existing infrastructure of their merchandise company DFTBA Records (based in Missoula, Montana) and donate all profits in a business model inspired by Newman's Own.[1]

"The deal is that we break even, and the rest of the money goes to charity."

— John Green on the business model of Good Store (2025)[2]

Hank Green purchased the good.store domain name years before its launch, hoping to eventually selling multiple products as a more ethical alternative to Amazon.[5] Initial funding for the project came from the brothers and investments from a few close friends.[2] On their decision to donate all profits, Hank Green said, "making more money for ourselves wasn't especially motivating [...] But building a business that could turn ordinary purchases into real-world impact [felt exciting]."[6]

Individual subscription services (2020–2023)

In November 2020, Hank Green announced the "Awesome Socks Club", a subscription service in which members receive a pair of socks each month designed by independent artists. All post-tax profits were donated to Partners in Health to support maternal health in Sierra Leone.[1][4] Most of the marketing for Awesome Socks Club consisted of partnerships with TikTok influencers and videos on Hank's own TikTok account.[7]

The brothers started the "Awesome Coffee Club" in March 2022 with the same goal and business model. The coffee is ethically sourced from Colombia via the brothers' sourcing partner, Sucafina. The beans are then roasted in St. Louis, Missouri, and distributed through DFTBA's fulfillment center in Missoula, Montana.[8][9] Hank Green reported in mid-2022 that the Awesome Socks Club had over 40,000 subscribers and the Awesome Coffee Club had over 10,000.[7]

A third charitable sub-brand, "Sun Basin Soap", was launched in April 2023. The soap and shampoo bars are made by Botanie Soap, a family-run business near Good Store's headquarters in Missoula.[10][6]

Good Store brand and continued expansion (2023–present)

The subscriptions were brought under the common branding of "Good.Store" (also called Good Store) soon after Laura Joukovski became CEO in August 2023.[1][11] Later that year, Hank Green announced that he had designed a new line of socks for Good Store called "Hank's Cancer Socks" while undergoing treatment for Hodgkin lymphoma. Proceeds from this line went to increasing access to cancer treatment.[12][13] John Green reported that the cancer socks campaign raised $350,000 for Partners in Health.[14]

In June 2024, the Awesome Coffee Club rebranded to "Keats & Co" and began selling loose leaf tea in addition to coffee. Profits from Keats & Co go toward the work of Partners in Health to treat and prevent tuberculosis in Lesotho. Keats & Co is named after poet John Keats, who died of tuberculosis.[1][15] The company launched a line of curated eco-friendly cleaning products called EcoGeek in March 2025. Profits from this line are donated to the Coral Reef Alliance.[16] The same year, Good Store launched an underwear subscription called the "Awesome Undies Club" in partnership with Culver City, California-based brand MeUndies.[1]

As of August 2025, Good Store had donated over $10 million in operating profits, including $75,000 donated to the Coral Reef Alliance from EcoGeek sales.[1]

References

  1. ^ a b c d e f g Burba, Annabel (August 22, 2025). "Hank and John Green's E-Commerce Company Is Making Good on Its Promise". Inc. Retrieved August 28, 2025.
  2. ^ a b c Zevin, Leo (August 28, 2025). "This Company Gives Away 100% of Its Profits — And Its Thriving". Entrepreneur. Retrieved August 28, 2025.
  3. ^ Lindquist, David (October 23, 2019). "John Green and Hank Green want to raise $25 million to address Sierra Leone health crisis". The Indianapolis Star. Retrieved December 3, 2025.
  4. ^ a b Willingham, Marion (December 9, 2025). "John and Hank Green's vlog is a multimillion-dollar philanthropy machine". Financial Times. Retrieved December 10, 2025.
  5. ^ Myke Hurley (November 11, 2025). "Cortex #173: Hank Green – State of the Workflow". Relay. Retrieved November 24, 2025.
  6. ^ a b Salley, Charlotte (May 4, 2026). "A store that gives 100% of profits to charity? Hank and John Green's Good Store lives up to its name". The Cool Down. Retrieved May 13, 2026.
  7. ^ a b Patel, Nilay (August 2, 2022). "Why Hank Green can't quit YouTube for TikTok". The Verge. Retrieved August 28, 2025.
  8. ^ Rafford, Claire (March 25, 2022). "John and Hank Green's Awesome Coffee Club to help fight maternal mortality in Sierra Leone". The Indianapolis Star. Retrieved March 25, 2022.
  9. ^ Weiss, Geoff (March 24, 2022). "John and Hank Green are the latest YouTube stars to launch a coffee brand. Here's why it's become such a popular entrepreneurial play". Business Insider. Retrieved March 25, 2022.
  10. ^ Baker, Kamrin (April 26, 2023). "Sun Basin Soap: Hank & John Green Launch New Charity Project". Good Good Good. Retrieved May 3, 2023.
  11. ^ Baker, Kamrin (August 28, 2023). "Good Store: Hank & John Green Launch New Charity Shop". Good Good Good. Retrieved August 29, 2023.
  12. ^ Karl, Abigail (November 16, 2023). "Hank Green's Cancer Socks: A Journey through Chemo, Creativity, and Philanthropy". What's Trending. Retrieved October 1, 2025.
  13. ^ Baker, Kamrin (November 13, 2023). "Hank Green Debuts Special Socks That Raise Funds for Cancer Treatment". Good Good Good. Retrieved October 1, 2025.
  14. ^ vlogbrothers (January 16, 2024). The Bank of Nerdfighteria. Retrieved December 9, 2025 – via YouTube.
  15. ^ Baker, Kamrin (June 17, 2024). "Hank & John Green launch new charity tea shop to fight the world's deadliest disease". Good Good Good. Retrieved November 10, 2025.
  16. ^ Baker, Kamrin (March 11, 2025). "Hank & John Green launch new eco-friendly cleaning line that donates 100% of profits to coral reef restoration". Good Good Good. Retrieved October 1, 2025.
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