Their mission, To Spread the Power of Optimism. Founded in Boston in 1994, the Life is Good Company is a United States apparel and accessories wholesaler, retailer, and lifestyle brand best known for its optimistic T-shirts and hats, many of which feature a smiling stick figure named Jake and the registered trademark "Life is good." Life is Good tote bag full of their famously branded merchandise including three chill caps: LIG Coin Vintage, LIG 365 Trees Sunwashed, and LIG Ballyward Script Star, two 16 oz. ceramic mugs: Daisy Pattern and Peace Out, 2 tees: 1 Men's LIG Coin Vintage Crusher Tee (L) and 1 Women's Heart (L) Vintage Crusher Tee, a copy of Life is Good: The Book- How to Live with Purpose and Enjoy the Ride by Bert and John Jacobs, and toss some good vibes around with the Official Disc of the USA Ultimate Champion Series!