Shining a Light on HOODē: A Social Enterprise Championing Mental Health Awareness

This May, in honor of Mental Health Awareness Month, we’re proud to spotlight a powerful initiative started by one of our very own—Jeff Williams, Director of The Walker Group's Digital Marketing Solutions. His venture, HOODē, is more than a clothing brand; it’s a mission-driven social enterprise with a heart for mental health advocacy.

HOODē was born from Jeff’s creativity and entrepreneurial spirit—initially sparked by his kids’ love for streetwear brands like Supreme and Hollister. What started as a simple design experiment evolved into something much more meaningful when Jeff returned to Florida and found artistic inspiration at Art Basel in Miami, particularly in the vibrant street art of Wynwood. That first graphic design would eventually make its way to Shark Tank for consideration, marking a turning point in HOODē’s journey.

“At first, it was just a creative outlet, but everything shifted when I moved back to Florida… After reflecting on all the great work we do at Walker and embracing the concept of social enterprise, I realized I had the chance to create my own mission-driven business,” Jeff shared.

HOODē now partners with the National Alliance on Mental Illness (NAMI) chapters in Miami, Sarasota, and Philadelphia to create community-designed hoodies, with 100% of profits donated to support mental health awareness. This work is deeply personal for Jeff, who was motivated by his own family’s experiences with mental health challenges.

“My passion for mental health advocacy was deeply personal—rooted in my daughter’s journey through anxiety, depression, and even a suicide attempt. Thankfully, she emerged stronger, determined, and ambitious, refusing to let her struggles define her.”

Jeff credits The Walker Group and its leadership—Kate Emery and Jessica Rich—for inspiring his vision, as well as Connecticut’s own Newman’s Own, a pioneer in social enterprise that donates all post-tax profits to charity. Following in that tradition, HOODē is proudly committed to giving back.

“I’m incredibly grateful for the opportunity to expand HOODē’s reach and continue promoting mental health awareness… Seeing recent successes in Miami has been surreal, and I’m beyond grateful for the support from The Walker Group as I continue this journey.”

At The Walker Group, we believe in the power of social enterprise, having purpose and using business for good. Jeff’s social enterprise exemplifies how businesses including start-ups can be rooted in a mission and making positive a impact on a big challenge like mental health awareness right out of the gate.We are proud to celebrate the journey and impact of HOODē during Mental Health Awareness Month—and beyond.

To learn more or support the mission, visit hoode.co.