Behind the Brand

This journey has been about so much more than just launching an apparel brand. "i choose joy" was born out of a deep need to rediscover joy and happiness, especially after experiencing extreme mental and physical challenges that pushed my mind to its limits. This brand isn’t just about clothing; it’s a reminder to hold onto hope, believe in yourself, and always advocate for your well-being.

It took an army of incredible people to help me through one of the toughest parts of my life, and I’m beyond grateful for the support system I have. To everyone I’ve met, and those I’ve yet to meet—thank you.

To all the wonderful people I’ve talked to, and those I've yet to meet - thank you. Getting to talk to you, laugh with you, and learn about you truly brings me joy. It is us, the people, our tribes and communities, that make life worth living, and it is also the wonderful moments we get to have with ourselves.

My mission is to spread happiness, joy, and promote mental well-being through mental health-inspired apparel. Each piece, like the "Do what brings you joy" t-shirts, is crafted with care, using ethically grown US cotton to ensure comfort and durability. It's not just a clothing brand; My goal is to build a community that prioritizes mental health and celebrates finding joy. My mission is to remind us all that we are enough, just as we are, and to cherish the moments that bring us joy.

So, choose joy, choose happiness, and choose to live your life authentically. Together, we can spread positivity and create a world where everyone feels valued and supported, one joyful step at a time.

Remember to take care of your mental health. ~ Joy 💖

Founded in 2024 by Joy Espinosa in Denver.