Armed and ready:
Behind its positive messages, local woman's t-shirt venture soars
By Cara Spilsbury
Friday, September 29, 2006
NEWBURYPORT - Jen Hoffman is many things. She is a Plum Island native and a resident of Newburyport. She is a wife. She is a mother of three young children. She is an athlete. And now she is an entrepreneur with a higher purpose.
One thing she has never been is afraid to overcome obstacles. Even before the start of her new company, Emotional Armor, a nonprofit campaign for positive messaging and self-esteem, she faced challenges head on. When she started competing in triathlons, it was because she was afraid of water.
"I always try confronting things that scare me the most," Hoffman, 36, said. "I thought that they were my biggest fears, but they turned out to be my biggest strengths."
Her newest challenge is developing her company, whose t-shirts have been turning heads with their good-natured words and promotions of self-confidence, such as "forward momentum" and "ready or not, here I come."
What started as an optimistic idea five months ago by the stay-at-home mom looking for a way to invest her savings, is taking her down a road she never expected. Her t-shirts have been seen on the likes of Sheryl Crow, Halle Berry, Curt Schilling and Gabe Kapler.
The company is the byproduct of a series of events that led Hoffman to find a higher purpose for her life.
It started in one of her triathlons when a competitor collided with her, sending her tumbling to the pavement. Even with road rash, a concussion, a smashed elbow and cracked ribs, Hoffman finished on bike and managed to run the final leg of the triathlon.
Two weeks after the accident, Hoffman found herself cornered in her neighborhood, being attacked by a man who lived close by.
The 25-year-old man, who she recalls being heavily intoxicated, lunged at her three times as she kept trying to get away. Despite her sore body and heavy bandages, she grabbed a rake and tried defending herself. But in that moment she realized something powerful. She couldn't hurt him.
"He was a mess," she remembered. "I saw someone already hurting. I don't see myself as a victim. I think our paths crossed for a reason."
Shortly after the attack, her youngest child started school, a traumatic experience for any mother. A month later, the grandmother who practically raised her, passed away. Hoffman was left in a whirlwind of confusion and self-doubt.
"I felt like they were trying to take something from me without my permission." she explained. "My mother said, 'life's coming at you like a wave. You can either take it in the face and end up on your rear end, or you can ride it.' I could have played the victim. I could have asked 'why me?' and been angry. But I saw it all as a sign to find myself."
"My scars are my favorite tattoos"
So she faced her fears and took action.
"I had saved up a lot of money, and I wanted to invest in something," she said. "But investing in something like an ottoman, that doesn't help me. How does furniture in my living room teach my kids? We put so much pressure on ourselves, and it's easy to race by what's really important."
From this question came the idea for Emotional Armor. The shirts have a poignant simplicity to them. There is no overwhelming logo or flamboyant design. They are modestly cut, practical tees that can be worn to the gym or with a favorite pair of jeans. The most important part of the shirt is the only part you see - the message - in contrasting colored text and lower case letters. Hoffman's vision is that slipping on one of the shirts would be like arming yourself with a defense you already possess.
"I wanted the t-shirts to remind people that they're already emotionally equipped to handle anything," she said.
For one of the first ideas, she wanted to remind her friend going through breast cancer treatments that she was strong and beautiful. She didn't want to label her with a ribbon that made her feel like a victim, so Hoffman put "tough warrior princess" in vibrant pink writing on a black t-shirt.
Elizabeth Hopkinson, who owns the boutique Pure in Newburyport, heard about the new company and Hoffman's plan from guests of a house party. Hopkinson decided she wanted to carry the shirts in her store, and from that day on started a close relationship with Hoffman.
Emotional Armor was officially launched in April 2006, and over 2,300 t-shirts have been sold to date. It quickly became the top selling line at Pure. The shirts cost between $28 and $38, and the store ships the apparel all over the country.
"People feel strongly about these shirts," Hopkinson said. "It's not just a t-shirt to people. They connect with certain messages. I feel honored to have the shirts in my store and I feel honored to know Jen."
Hoffman decided that she wouldn't pocket a single cent of Emotional Armor's profits. Instead, money raised is going to the Jeanne Geiger Crisis Center, which works to fight against domestic abuse, and to start a revolutionary new cultural enrichment program at the Newburyport Montessori School. The program's goal is to prevent violence by teaching children to celebrate their individuality and love themselves.
"The way to stop violence is, at an early age, tell kids that they are incredible, unique and that their voice matters," Hoffman said. "If you feel good about yourself, you're less likely to hurt someone else."
"ready or not, here i come"
As Hoffman began to get more exposure, her company suddenly took off. A newspaper article generated 700 e-mails, 500 of them with a personal story.
When State Rep. Mike Costello, a fellow runner, got wind of what Hoffman was creating, he also jumped on board.
He brought Hoffman to Beacon Hill, where she thought she'd be meeting a few politicians that were interested in her company's mission, but Costello had bigger plans. He marched her right into the State House on their last day in session, where she found herself in front of almost every senator and representative in Massachusetts.
The senators she met used their connections and the weight behind their titles to push for Hoffman and her company.
As Emotional Armor started to grow, Hoffman realized that her lack of business experience might hurt the company. Help came in the form of Ted Nelson and Anne Sweeney, local professional promoters who volunteered their time and their ideas to advise Hoffman.
After the ball started rolling, it seemed like nothing could stop it. The "just breathe" t-shirt is popular at yoga studios around the area. Many military families have purchased the slogan "protector of peace," the same shirt that Hoffman's husband, Gregg, a former officer in the Marines, loves to wear.
Emotional Armor has even been popping up in one of the most masculine places in all of New England: the Boston Red Sox clubhouse.
Outfielder Gabe Kapler and his wife, Lisa, were introduced to Hoffman through Toni Troop of Jane Doe Inc., a coalition that unites people and organizations dedicated to ending sexual assault and domestic violence. The Kaplers founded the Gabe Kapler Foundation to help end the cycle of domestic violence, and Lisa is a domestic violence survivor. A partnership with Emotional Armor and its positivity seemed to fit perfectly.
"It's not only a great product, but there's a great person behind it," Lisa Kapler said. "She really is an incredible human being with a pure motive."
The Red Sox outfielder was so touched by Hoffman's positive messages that he wore a shirt that Hoffman made especially for him under his jersey for a game. With "good will always prevail" emblazoned like Superman's signature "S" across his chest, Kapler made the play of the game and unveiled his Emotional Armor while being interviewed in the locker room. After that day, he started wearing it every game.
"It makes him feel good when he wears it," Lisa Kapler said. "It does something to his energy."
She said his teammates have all asked him where he got his shirt, and even saw Curt Schilling wearing one.
"These are professional athletes," said Kapler. "They're very masculine, and they have that real locker room mentality. But here they all are, wanting to know where Gabe got such a nice message."
Hoffman has received some nice messages of her own.
A few days ago, she received an invitation from a woman she has never met. It was for a party to welcome her baby daughter into the world. The cover of the invitation had a picture of the newborn with Emotional Armor's message beneath it: "write your own happy ending." In lieu of gifts, guests are encouraged to buy an Emotional Armor shirt and give it to a special young girl in their life in honor of the infant.
"This is the stuff that gets me the most," Hoffman said.
To date, Hoffman has created more than 60 slogans that have been trademarked and printed on t-shirts all over the country.
Out of everything she's accomplished so far, a simple one-piece from her baby collection resonates with her the most. It says "welcome to the planet," and it's a message she tries to live by everyday.
"You're never too old to learn something amazing," she said.
"unwritten"
What's Next for Emotional Armor
With Jen Hoffman's Emotional Armor brand seemingly growing by the minute, she has a number of things in the works. Here's a look at some of the highlights:
• As a sign of their commitment to the company, Emotional Armor Day at the Massachusetts State House will take place in the Great Hall from 1 to 2 p.m. on Oct. 11. Hoffman will unveil a new shirt she designed for Jane Doe, Inc., and all the proceeds from the sale of this shirt will benefit their fight against sexual assault and domestic violence. State Rep. Michael Costello will be in attendance, as well as state Sens. Steven Baddour and Joan Menard, two other politicians that have been instrumental in Hoffman's success. Also at the event will be Suzanne Dubus, Director of the Jeanne Geiger Crisis Center; Mary Lauby, Director of Jane Doe, Inc.; and Maureen Daley of the Newburyport Montessori School.
• October is breast cancer awareness month, and Hoffman has decided to donate all the profits from the sale of "tough warrior princess" to this cause.
• Hoffman is designing an Emotional Armor shirt for the Red Sox Foundation and it will be introduced pending approval from Major League Baseball.
• A partnerhip with Shonda Schilling, a melanoma survivor and wife of the Red Sox starter, Curt, is in the works.
• Hoffman and the Kaplers are about to unveil a new style of Emotional Armor. The limited-edition style was created to benefit the Gabe Kapler Foundation
• A new line of shirts will be designed specifically for soldiers and their families, and Hoffman has been contacting Army generals and bases in the area.
• Emotional Armor is set to make its national media debut in VIV and Body & Soul magazines.
• The company will also venture out of the apparel business for the first time. Determined to prove that Emotional Armor is not just another feel-good t-shirt company, Hoffman has announced a partnership with Newton jewelry designer Emily Kuvin. They will unveil their design of unique, versatile jewelry and empowering messages in the spring of 2007. | 
