Why We Started Kindness Is…: Turning Kindness Into the New Punk Rock
It can feel like the world is on fire, can’t it? The news, social media, even family conversations—everything feels louder, sharper, and more divided than ever. For us, we've who’ve always tried to find the good in people, it had started to feel like the noise was winning. Like all the cynicism and outrage had left no room for hope.
But we refuse to live like that. We know, deep down, that there are still things that bring people together—things rooted in empathy, positivity, and a shared sense of community. We also know that kindness couldn’t be passive; it had to be intentional. We wanted to do something, anything, to put a little more hope out there, because we truly believe that as human beings sharing this world, we’re all in this together.
That’s the belief that led us to launch Kindness Is… It's a small, mission-driven online shop where we sell merch with a message, all created by independent artists. We have T-shirts, stickers, mugs, and more, each designed to carry a simple message of kindness. But more than just selling products, we wanted to build something that would empower artists financially and give back to causes that were actively spreading kindness in the world. So that's what we're doing: every sale shares profits with the artist who created the design, and a portion is donated to a cause that's making a difference.
This is our way of creating something good from a place of love and a little bit of rebellion. It's art with heart, creativity that fuels connection, and merch with a mission.
The Moment It Clicked
The idea for this shop and the community that at the very least, we need, had been brewing in the back of our minds, a quiet little hope. But what finally pushed us to take the leap came from the most unlikely place: a Superman movie!?
In one scene, Lois Lane and Superman talk about what it means to be “punk rock.” Lois describes Superman’s trusting nature and his unwavering belief in the good in people, and Superman replies with a line that hit us both like a bolt of lightning:
“Maybe that’s the real punk rock.”
In that moment, everything clicked. It just made perfect sense. In a strange world that is pushing us toward cynicism and negativity, choosing kindness is the ultimate act of rebellion. It’s the real counter-culture—not loud for the sake of being loud, but bold enough to stand against the current.
That single line distilled the mix of things we had been feeling. Punk rock isn’t just about music or style; it’s about challenging the norm. And right now, the norm often tells us to distrust, to divide, and to turn inward. Choosing kindness? That's radical. That’s rebellion. That’s punk rock.
The Punk Rock of Positivity
We’re not naive. We know a T-shirt alone won’t solve the world’s problems. But culture is made up of small, repeated actions. And sometimes, a shirt with a simple message can spark a conversation, bring a smile to someone’s face, or simply remind them that they're not alone in feeling this way.
Other times, the change happens when we show up. It's volunteering your time at a local charity, getting your hands dirty at a community clean-up, or helping a neighbor.
If kindness is the new punk rock, then every time you choose empathy over cynicism, every time you create instead of destroy, and every time you extend a hand instead of pointing a finger—you’re part of the movement.
We're building a something where people can wear that movement proudly.
Kindness Is… not passive.
It’s not weak.
It’s not boring.
Kindness is powerful.
Kindness is rebellious.
Kindness is punk rock.
