The Good Life: Life is good at Geaux Jake
Optimism has a special meaning to brothers Bert and John Jacobs, co-founders of the Life is good product that has taken the U.S. by storm. Their story began in 1989, when they were hawking t-shirts out of the back of a van in Boston, living on peanut butter and jelly sandwiches and a dream. After a few years of scraping by, they created a shirt bearing what became their trademark epithet, “Life is good,” pairing the slogan with a simple line drawing of a smiley-faced character they dubbed “Jake.” Their mission was to make comfortable clothes that promote a joyous, carefree attitude, something that all ages would enjoy. Now, there are stores across the U.S., Asia, Europe, South America, and the Middle East. The brothers are on a mission, they say, to spread optimism and goodwill across the globe.
In our neck of the woods, there are surprisingly few places to buy Life is good products exclusively. Steve Greer found a niche when he opened the first store in Louisiana at his Baton Rouge location in October of 2009. When he learned that each store incorporated the name of the affable smiley face somewhere in the title (Jake’s Oasis, Jake’s Key, Jake’s House), Greer decided on a title that you can find only in south Louisiana: Geaux Jake. The local laissez-faire culture has gone wild for Geaux Jake’s diverse line of feel-good apparel, household items, pet wear, and toys. “People come in during the holiday season to buy t-shirts, hats, and mugs for everyone in their family, even the dogs. Some stop by once a month to buy a new shirt or two. The clothes are so fun to wear that you really get hooked on them,” says Greer.
“My stuff is affordable enough for anyone and is made to be as comfortable as your favorite old t-shirt from the first time you put it on. The messages encourage people to not sweat the small stuff, to take it easy and enjoy life,” he says. Some of the happy-go-lucky slogans include: Do what you like, like what you do; Enjoy the ride; Spread good vibes; and Optimism can take you anywhere. “We have something for the whole family—kids, teens, grandparents, even dogs. They just came out with a whole line of fishing-themed shirts, perfect for all the outdoorsmen in our state, in time for the holiday season. I have tons of shirts tye-dyed in LSU colors--they’re really popular--and the kids are going wild for the peace sign shirts these days. The hoodies and fleeces always go fast because they’re unbelievably soft.”
Greer’s shop has a rustic, cozy atmosphere; it feels like where you’d want to spend your weekend get-away, decked out in weathered wood and rusted tin. In the back, Greer has created something he calls the Cave. “It’s a room with a bunch of comfy couches and a big screen TV. Kids come to hang out and play, and guys like to watch the game while their wives or girlfriends are shopping,” he says. Greer’s six-year-old daughter, Gifford, enjoys playing there when she hangs out at the store with her dad. “She’s awesome, the love of my life,” he beams.
“What’s really important about this brand is not just its positive message but the children’s charity work that the Jacob Brothers have dedicated their lives to,” says Greer. The Life is good Kids Foundation, founded in 2006, is the culmination of many years of the Jacob brothers’ charity work that began when they were still selling shirts out of the back of their van and has grown proportionately with their company. After the overwhelming response from the public for the special t-shirt they created to raise money for 9-11 victims’ families (over $200,000), the Jacob brothers were convinced that more could be done. Since its inception, the Life is good Kids Foundation has raised over four million dollars for children in need. The foundation has also joined with Project Joy to create a program called the Playmakers, made up of thousands of professionals who help children recover from trauma through providing play-based training, support, and resources. Programs and funds from the Life is good Kids Foundation have helped countless homeless children, preschoolers after Hurricane Katrina, the children affected by the disaster in Haiti, and various camps and other programs that help children overcome life-threatening challenges such as violence, poverty, and illness and those with special needs.
Now the Life is good Kids Foundation donates 100% of the sales from fundraising merchandise, 100% of the fees garnered by the Jacob brothers’ speaking engagements, and 100% of the profits from numerous large outdoor festivals they put on across the country. The most recent event was the 2010 Life is good Festival at Blue Hills in Canton, Massachusetts. Volunteers, sponsors, artists, and nearly 30,000 attendees joined hands to rock ’n’ roll, spread the good vibes, and raise over $600,000 for children in need.
“There is so much more to this product than just t-shirts. It spreads happiness and makes a difference in the world,” says Greer. He aims to open up more stores in Louisiana soon; one in Lafayette and another on Magazine Street in New Orleans. “We need as much optimism as we can get these days in Louisiana, between the hurricanes, the oil spill, and the recession. I love what I do, and it’s nice to know that it puts a smile on people’s faces. If people aren’t smiling when they walk in, they will be when they walk out.” ✦
