About

Who Are We

Jess, RJ, Eli, Emmy, and Alice.

We are the owners of Co x Lab. It's not one of us who own this business, it's all of us. We're a homeschool family that has made entrepreneurship a part of what we do every week. Designing, budgeting, networking, marketing... if it's a part of starting a business, it's a part of what we're trying to teach our kids. 

We don't know exactly where this will all take us, but we know that we are learning a lot along the way. 

This little experiment all starting with a question...

We're a homeschool family that decided to do an experiment. What would happen if we mashed up some of our favorite genres in some unconventional ways? What if we found ways to cheer on our favorite team while also showcasing some of our other fandoms? 

In the 2023-24 season, our girls started checking out football games to see if they could catch a glimpse of the one and only Taylor Swift. Emmy had already seen Taylor at Ford Field for the Eras tour and now she was watching to see what football games she'd spot her at. 

I was also raised as a lifelong fan of the Detroit Lions - even in the rough years. Well, it didn't take long for watching Taylor's boyfriend to get replaced with cheering on the Honolulu Blue and falling in love with some of our favorites like Jared Goff, Aidan Hutchinson, and so many more. 

And that all led to the idea... what if we had some shirts that mixed together these genres? What if we could have shirts that show off our love for Taylor Swift but don't force us into buying Chiefs gear. An idea became some mockups of designs on the computer. Some mockups on the computer became sample shirts. And eventually we decided to run a homeschool experiment by turning it into a family business with a simple goal - sell enough shirts to buy tickets to a Lions' game. 

January 2025 Update

We did it! January marked our first-ever family trip to a Lions game, and there’s no doubt we’re hoping for many more to come. Even better? We hit our first milestone—100 shirts sold.

At the start, it felt like a long shot. We knew it would take a ton of support from friends and family—and even more, we had to reach people we didn’t know. The whole family pitched in: passing out flyers in the cold, learning how to give elevator pitches, even figuring out Photoshop. That game wasn’t just a reward—it was proof that we could do something big together.

So, what’s next? Time to dream up the next goal. Stay tuned!

Spring 2025 Update

Since meeting our January goal and wrapping up an incredible football season, we’ve been working hard to build a brand that goes beyond the football collabs. We’ve been dreaming up new ideas, learning how to budget through slower months, and launching fresh collections for both the Red Wings and the Tigers. We’re so excited to see where this takes us next—especially as we gear up for our first Tigers game as a family at the end of April. And yes, we’re already dreaming about what the next football season might hold.

The 2025-26 Football Season

Business was slow after football season. And despite trying some collections for the Red Wings and Tigers, we were excited to run things back for football. We've doubled our sales goals over the last year, we've already been to a game (and a preseason one too) this year, and we are on track to see significant growth all around. 

This season is all about growing the brand. Finding new ways to reach new people - from farmers markets and other vendor events. Experimenting on social media so we can find our fans. And coming up with the best designs so that every one in your family can find a shirt they love.