It's hard enough to imagine living out of a van for five years with less than $100, but imagine doing that and still remaining positive.
This was the reality that co-founder of the Life is Good brand Bert Jacobs and his brother lived as they embarked on a journey to sell T-shirts on college campuses.
"We talked while we were riding in the van about how the media always reinforces what's wrong with the world and rarely allows us to celebrate what's right with the world. And we talked about the negative impact of that, the energy that that's creating," Jacobs told CNBC. "We thought, 'What if?' What if we could create some symbol, right? Some mantra, or some rally cry for optimists. Maybe that could become our brand."