The words "William Good," when reversed and abbreviated, make the word "goodwill," and indeed, this new collaborative art project aims to turn charitable innovation on its head. A collaboration between Nick Graham, the founder of Joe Boxer, and the San Francisco-area Goodwill, the nonprofit organization that resells used clothing and other products, William Good will collect clothing from Goodwill's warehouse, then a team of designers will cut the clothing, re-assemble it and split the profit with Goodwill.
Graham founded Joe Boxer in 1985 -- "I needed underwear and I was too cheap to buy them myself" -- and in the decade-plus since, the company and the logo have become cultural icons. For the charitable collaboration with Goodwill, Graham sought more of a recycling approach: "There's already so much clothing in this country, why would we make something new?" The designers include Erin Anderson, a Los Angeles-based boutique owner and stylist from Los Angeles, and Michelle Addey, an interior designer and host of HGTV's Double Take. "The pieces are very eccentric," emphasizes Graham. "We cut out stuffed animals and appliqué them to the dress. Every piece is one of a kind." Which can be a challenge for retailers who, says Graham, chuckling, "never know what they're ordering."
William Good is a for-profit venture, which Graham hopes will allow the brand to quickly expand its impact, the better to benefit its nonprofit partner. In November, William Good will open its first boutique in San Francisco. Until then, the company is stepping up production and seeking out guest designers. Of potential collaborators, Graham says, "Definitely Mr. Mickey."
Photograph Courtesy of William Good
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