January/February 2007

Tired of meaningless logos and mindless slogans emblazoned across your casual shirts? Check out Emotional Armor's form-fitting, 100 percent cotton T-shirts ($35 for a tank top, $36 for a short-sleeve tee and $42 for a long-sleeve tee), decorated with messages such as, "walking my internal red carpet"; "entitled to my own opinion"; "beauty is reversible"; and "set the bar higher and jump." If the subtly subversive yet super-confident shirts resonate with women who've conquered personal demons, maybe that's because Jenifer Hoffman herself is a recent survivor both of a high-speed bike crash and a personal assault. The empowering lifestyle concept company, as Hoffman calls it, is just 9 months old. Hoffman, 36, a mother of three, says, "Through it all, I found the courage and determination to start a company based on positivity and goodness.