Don’t get us wrong, we absolutely love all the cool things that people and brands do. We’re so here for it, if that’s who you really are. But the truth is, cool is so overglorified that sometimes we sacrifice our authentic self, who we really are, to perform cool-ness for the world. But joy? Underlooked, ignored, but extremely gratifying.

Just like athleisure is for performance, loungewear is for comfort, Joywear is, well, for joy. The kind of joy that comes from pure unadulterated silliness and a super strong dose of whimsy.

Unlike what we think, most things we chase in our adult life – like money, status, fancy job titles – hardly have the potential to truly offer joy. A dopamine spike at max. Because joy lives in small things. Like annoying your mother, carrying your lucky pen with you everywhere, or finding yourself wearing the silliest socks in the middle of a hectic day. Joy is bottomless, but it lies behind the things we least expect.

Well, so many people. Chia gave it its name, Shashank clicked most of the pictures you see on the website, Sumi gave it capital, my mother who checked on the progress every day with hella excitement, and all my other friends who lended so many opinions about design, philosophy, and whatnot. But if you’re looking for a stupid face, this is it: