About Good On

Good On, a Japanese clothing brand established in 1997, has built its reputation on crafting high-quality, durable basics that age gracefully over time. Since its inception, Good On has embraced the philosophy that clothes should not only last but also improve with wear, developing a unique character as they age. 

From the beginning, Good On has focused on creating garments that are both comfortable and long-lasting. The brand is particularly known for its T-shirts, sweatshirts, and hoodies, all of which are designed to be wardrobe staples. By using heavyweight cotton, often sourced from the United States, Good On ensures that its clothing is not only durable but also has a distinctive texture that softens and becomes more comfortable with each wash. 

One of the brand's defining features is its garment-dyeing process, a technique where the completed garments are dyed after they have been sewn together. This process, which has been central to the brand since its early days, gives each piece a unique, slightly varied color and a vintage, lived-in feel. It also enhances the fabric's softness and contributes to the garment's ability to age beautifully, embodying Good On's core belief in the value of clothes that get better with time. 

Though Good On does not explicitly market itself as a sustainable brand, its emphasis on creating long-lasting, timeless designs inherently supports sustainable fashion. By focusing on quality and durability, Good On encourages consumers to buy less but buy better, promoting a more thoughtful approach to fashion that contrasts with the fast-paced trends of the industry. 

Over the years, Good On's commitment to these principles has earned it a loyal following, not just in Japan but around the world. The brand’s products have become favorites among those who appreciate well-made, vintage-inspired basics that stand the test of time. This global appeal has led to Good On's presence in select boutiques outside of Japan, further cementing its reputation as a brand dedicated to quality and craftsmanship. 

As it continues to evolve, Good On remains true to its founding vision. The brand has subtly expanded its product range and refined its designs, yet it has never strayed from its core values of durability, comfort, and timeless style. In an industry often driven by fleeting trends, Good On's history is a testament to the enduring appeal of well-crafted clothing that improves with age.