Happiness Project is a purpose-driven apparel brand, founded in 2017 by Jake Lavin, with a mission to elevate happiness and destigmatize mental illness. The brand offers a range of comfortable, casual clothing and accessories, including hoodies, t-shirts, and hats, frequently adorned with positive messages and a distinctive smiley face logo. It has garnered significant social media relevance and celebrity endorsements, appealing to a youth-oriented, socially conscious audience. Committed to its cause, Happiness Project donates 15% of its profits to mental health charities, fostering a supportive community around its mission. Its aesthetic blends optimistic streetwear elements with everyday comfort, positioning it as a contemporary cult brand with global aspirations.
