About Us

It started with three words: gray days pass.

Put a street photo from 1975 next to one from today. The old one has mustard cars and a turquoise storefront. The new one is silver, black and beige. An early analysis of more than 7,000 photos from the Science Museum Group collection suggests everyday objects really have been getting grayer.

Days go gray the same way. The scroll runs on its own, the comparing never stops, and everything feels slightly out of focus. Gray days are real. The point of the phrase is the second word: they pass.

We make clothes, and we won’t pretend a hoodie is therapy. But you wear it every day, and the back is something other people read. So ours say things worth reading.

Quiet on the front, loud on the back. Every piece carries a small mark up front and the real graphic on the back, where other people get to read it. Read the full story →

What we stand for

Your mind, in full color

Mental health is why we exist. We back work on it, and on the screen habits that make gray days last longer. Why the world went gray

Fewer, better things

Heavy fabrics from 215 to 390 gsm, made to last years, not a season. One tee you keep for three years is lighter on the planet than three you forget. What gsm actually feels like

Small, healthy habits

Morning light, a phone face-down, warm lamps at night. Free habits, with the research explained honestly. Red light, healthy life

Stay present

Science still can’t fully explain why we experience anything at all. That’s a better reason to look up than anything on a feed. Is consciousness quantum?

GIVE BACK, YOUR WAY

You shop. You choose the cause.

At checkout you pick a cause, and 1% of every order goes to a nonprofit working on it. Want to give a little more? Round up your total and the difference goes to the same cause.

Education
Learning opportunities for kids and communities that have the fewest.
Health
Physical and mental health care, including support for mental wellbeing.
Environment
Reefs, forests and the air we all breathe.
Hunger
Meals and food security for families who need them.

How it works

Shop your piecesAdd what you love to your cart.
Pick a cause at checkoutEducation, health, environment or hunger.
We send the donationShoppingGives delivers it to registered 501(c)(3) nonprofits.
We show the numbersTotals go up on our Journal, in plain numbers.

Donations are processed by ShoppingGives and sent to IRS-registered 501(c)(3) nonprofits. The 1% is paid by Groovela; round-ups are optional and paid by you. Questions? Write to us.

Five small ways to bring the color back

Phone face-down for the first 20 minutes
The feed will survive without you.
Get outside before 10 a.m.
A 2025 study of 1,762 adults linked morning sun to earlier, better sleep.
Catch golden hour
Warm evening light with less UV. Wear sunscreen if you’re out for a while.
Warm up your evenings
Dim the lights and switch to warm bulbs after sunset.
Wear one color
One colored piece over a gray base is enough. Nobody has to go full rainbow.

General wellbeing ideas from our Journal, not medical advice.