Bert and John Jacobs are Roadtrippers in their own right. Beginning in 1989, the brothers set out in an old van selling T-shirts across the East Coast. Although they were making no money, they were happy with what they had set out to do. Soon they realized they needed a theme, and threw a focus group and keg party in their backyard. The company name, Life is good., was born out of that party and inspired them to focus on creating their brand. Years later, Life is good. clothing is a thriving and successful retail business.