Buy one. Give one. Each time you buy, they match it with a donation of a new item of clothing to someone in need. It’s an uncomfortable truth that too many people in the UK live in poverty. Good Joe know a T-shirt won’t cure the complex issues, but it’s an easy way to give directly to those who struggle the most.

And they try to keep it local for all sorts of reasons. From supporting British manufacturing and avoiding the types of labour exploitation associated with some offshore production, to giving back in the communities we work and live in.