My entrepreneurial journey started long before I ever considered it as a path—it began at age 14 when I was diagnosed with Hodgkin’s lymphoma. Just weeks before my 15th birthday and the start of my Grade 10 year at Branksome, I found myself facing the unimaginable: a battle with cancer.
Throughout my battle I found courage in symbols of comfort—whether it be hospital visits from my family and friends or the ordinary act of walking through the Branksome halls. Even dragging myself out of bed to go to math class became a great escape, providing me a glimpse of normalcy in a life that felt anything but.
There were also physical symbols of comfort: my oversized hoodies, sweatpants and UGGs, and most importantly, beanies to cover my bald head. These became more than just clothes and accessories; they were my armour, representing security and comfort during the most uncomfortable times.
After graduating from Branksome, I headed to Queen’s University to study commerce at the Smith School of Business. It was during my third year that my entrepreneurial journey formally began. As part of a marketing class project, I co-founded the Good Hood Club, a venture that blends philanthropy and retail by creating loungewear that champions childhood cancer care. Our main goal: do GOOD through HOODs. And while it started as a simple school project, it quickly amounted to more—a career.
The Good Hood Club raises funds and awareness for childhood cancer, channelling the same comfort that I sought during my own battle into a brand that provides physical warmth and emotional comfort for members of this vulnerable community. Seeing people wear our hoodies and hearing the stories of the patients, survivors and families who feel seen and supported is a constant reminder of the importance of this work.
The Good Hood Club has grown into a thriving hoodie empire. I have learned lessons that no business textbook could ever have taught me—from the logistics of fulfilment and customer service to the creativity behind our designs and marketing campaigns. Every element is part of something bigger, and every day presents new, often unexpected challenges and lessons.
“Seeing people wear our hoodies and hearing the stories of the patients, survivors and families who feel seen and supported is a constant reminder of the importance of this work.”
The most rewarding part? Without a doubt, it’s the incredible people we’ve met along the way. Patients, survivors, families, doctors, nurses—everyone has a story. My days are shaped by these incredible individuals. One of my most meaningful experiences at the Good Hood Club was working with Hunter Chamberlain, a cousin of mine who was diagnosed with an incurable brain tumour at nine years old. Hunter and I shared a unique bond and mission: to create a community where kids don’t have to be scared—they can comfortably be kids. And together, we worked to achieve that. We created the Hunter Collection, giving her a platform to share her story, leaving behind a beautiful legacy before her battle with cancer took her. It is an experience I am incredibly proud of, both professionally and personally.
Every day looks different. Some days are spent at factories, sourcing fabrics for our next launch; other days, I’m building out content calendars; many days, I’m knee-deep in Canva, drafting newsletters and marketing materials. But no matter what, all days share the same mission: to use the comfort of a hoodie to help others feel a little less alone.
Photo: (top) courtesy Eloise McINTOSH’17
