In the heart of Denver’s River North Art District (RiNo), a local clothing brand is making a profound impact through style and purpose. Founded by Darian Simon and Julian Donaldson, BE A GOOD PERSON (BAGP) is more than a clothing line – it’s a movement built on spreading positivity, fostering community and prioritizing sustainability.
“Our mission is to share the power of positivity. As a brand and community, we aim to leave a positive impact on our environment, communities and planet,” says BAGP Chief Executive Officer Drick Bernstine.
“It’s about being kind and compassionate, while taking responsibility for our actions.”
The Origins of Good
“It’s not ‘be a good white person, be a good Black person, be a good straight person, be a good Republican person.’ It’s just about being a good person,” said Simon during the 2019 Fetch Holiday Market on Broadway.
“The thing is, there’s a million ways to do it. …Anybody that wears it can find something they believe in it.”
When Simon and classmate, Donaldson, dreamed up the idea for the brand in 2015, it was in response to an assignment from their art teacher, who instructed the high school students to create something with an impact. The young men came up with the concept while sitting in a basement in the metropolitan suburb of Aurora.
At the time, social media was booming and the partners saw a need for a message of hope amid a rapidly changing social environment.
Donaldson told CBS4, “It brings us back to a middle ground. People are finding they have something in common with a person they never thought they’d have something in common with.”
Starting with simple stickers that featured the now-iconic stacked logo, the response was overwhelming. Over time, this evolved into a diverse line of T-shirts, hoodies and accessories designed not only to spark conversations, but to unify people.
Triumph Over Tragedy
In 2020, Simon was involved in a devastating incident that left a hole in his heart and ignited a fire around the brand’s message.
On June 10, 2020, Simon and his girlfriend, Isabella “Bella” Thallas, were walking their dog in the Ballpark neighborhood when a deranged gunman fired 24 bullets from his window using a high-powered rifle.
Thallas, who had just celebrated her 21st birthday, was pronounced dead at the scene. The upcoming entrepreneur was left with a shattered femur and a strong sense of purpose.
“Life can go by in a blink, so you have to think about what you can do to make a difference today,” Simon told 303 Magazine in anticipation of the flagship store’s pandemic-era opening.
“This new space we have isn’t so much about selling products as it is about creating an environment people [feel] safe enough in to spread positivity every day.”
For Bernstine, who is guiding BAGP away from its tragic past and into a future of fashion success, a commitment to spreading positivity informs every decision he makes to move the company closer to its primary goal of making the world a better place.
Building Community Through Fashion
While clothing is central to the brand’s identity, its mission goes far deeper.
Bernstine, Simon’s step-brother, says the company’s tagline has become a way of life for its founders, staff and for those who proudly display the recognizable logo.
“At BE A GOOD PERSON, we’re more than just a fashion brand – we’re a community built on unity, connection and a universal message of goodness,” reads a quote on the company’s website, which asks visitors to share what the message means to them personally.
In addition to creating apparel that appeals to fashion-forward consumers, the brand is creating change with its support for local and national initiatives.
On Dec. 19, BAGP hosted its 8th Annual Good Party, featuring a North Pole shopping experience, live music and a collection of socks for donations to individuals in need. For every sock donation, attendees received discounts on BAGP merchandise.
“It’s our way of ensuring everyone – from small business owners to creatives – has a space to come together during the holidays,” Bernstine shares.
Since 2016, the company has worked with the Make-A-Wish organization, raising more than half a million dollars to support children with critical illnesses while alleviating stress for their families.
The company has also partnered with other youth-serving agencies in Denver and Arizona, along with supporting No Kid Hungry, using its platform to foster connections and give back to underserved communities.
In July, they announced a partnership with the Denver Zoo Conservation Alliance, “Their dedication to not only improving the Zoo but also enhancing the lives of their animals and the community truly resonated with us,” the company published on its blog, directing consumers to purchase a limited-edition collection that reflects the brand’s commitment to making a meaningful impact.
BAGP also supports the Isabella Joy Thallas Foundation to provide funding for arts programs and scholarships for aspiring creatives. Founded in memory of Thallas’ life, the foundation’s mission is to heal and bring people together through the power of art, kindness and fashion.
What’s Ahead
Brand collaborations with Lululemon and the Denver Broncos have catapulted the company into the national spotlight. Now, with an additional retail location in Park Meadows Mall, BAGP’s team of 15 has bold plans for 2025.
“Our dream is to be an international brand – one that transcends language and geography to make a difference,” says Bernstine, who aims to expand into new regions and markets, elevate their product lines and amplify their global presence.
The company also remains deeply rooted in its Colorado origins, with a Hometown Collection that incorporates state flag-inspired designs.
“We’re proud Coloradans, and our collections reflect that unique connection to this beautiful state,” Bernstine adds.
A cornerstone of the BAGP’s philosophy is the correlation between ethical behavior and sustainability. In 2024, they embraced pre-order systems to minimize product waste, ensuring every item produced had a purpose. They’re also exploring sustainable fabrics and manufacturing practices, continuously striving to reduce their environmental footprint.
“Being a good person ties into small, intentional acts, whether it’s picking up trash or conserving resources,” the CEO explains. “It’s not about being perfect but striving for better.”
Join the Movement
Through simple, yet profound messages and actions, BE A GOOD PERSON reminds us of the collective power of kindness, positivity and community.
As Bernstine puts it, “Being a good person isn’t about perfection – it’s about making the world a little brighter, one step at a time.”.
Editor’s note: To follow the brand’s journey and learn more, visit www.beagoodperson.com/blogs/.
