Lead Partner: Clarence C. Hall

Keeping in line with many of our earlier investments in the airport terminal sector, Life is Good, or as we like to call them “LiG” was an opportunity we couldn’t pass up. Founded by a pair of down-on-their-luck brothers, the brand has expanded to over 4,500 retail outlets and has come to epitomize life’s simplest pleasures through the world’s greatest communicator of personal values, the t-shirt. Jake, the company’s ever-smiling mascot has come to be a kind of modern age Renaissance man, excelling at a wide rangine of activite from hiking to playing a guitar, eating an ice cream cone, enjoying a sunset, or simply relaxing with a simple glass of lemonade.

By providing strategic support to their illustration and copyrighting division, Mud Mtn has been able to bring about systemic changes to the company (including replacing the founding duo with the brothers from Vineyard Vines) that have all of us saying “Life is Good.”