About Wild Heart Goods

Gwen found out. Bean is backing her up 100%.

This is the story of a black cat who put a spell on us, and what we built because of it.

How it started

Gwen learned that black cats are adopted least, euthanized most, and still labeled "bad luck." She also noticed this is how we humans treat each other. She wasn't impressed.

So she did what any powerful black cat would do. She put a spell on us. Wild Heart Goods was born out of that spell - a brand built around the most misunderstood cats on the planet, and the humans who feel exactly the same way.

We are Joni and Tone. Two people who got chosen by a black cat and haven't been the same since. What started as a creative outlet became a quest. And that quest just got real.

The Real Bosses

Gwen arrived and immediately rearranged everything - our priorities, our purpose, our entire outlook. The spell she cast is permanent. 

Bean is our daily reminder that love is loud, warm, and completely unbothered by what anyone thinks. Chaos agent. Chief of moral support. Backs Gwen's quest 100%.

What we're building

Black cats aren't unlucky. They're just unapologetically different. And so are you.

Every shirt we make moves us toward something bigger. Right now we're partnered with Black Cat Rescue in Boston - and every single shirt sold feeds a rescue cat in their care. One shirt, one meal, no exceptions.

But that's just the beginning. Here's where we're headed:

🖤 Feeding rescue cats now.

Every shirt sold donates a meal to Black Cat Rescue, Boston MA - a volunteer-run rescue doing the hard work one cat at a time.

🖤 Raising awareness around adoption inequality.

Black cats wait 42 days on average to be adopted. We're changing that - one conversation, one shirt, one person at a time.

🖤 Building a sanctuary.

The long game - a farm sanctuary where misunderstood cats can live safely and loved. Every purchase gets us closer.

If you've ever been misunderstood - welcome home.

This isn't just about cats. It's about standing up for the ones people overlook. The ones who got passed over, written off, or labeled wrong. The quiet powerful. The soft-hearted protectors. The ones who were always worth choosing.

Black Cat Society exists for all of you. And every shirt you wear tells the world exactly where you stand.

 The Well Trained Humans 🖤 Gwen & Bean

Every shirt feeds a rescue cat · Learn how>>