About

We’re Jess, RJ, Eli, Emmy, and Alice — the family behind Co x Lab.

We’re a homeschool family that decided to make entrepreneurship part of what we learn together. Designing, budgeting, sewing, marketing, working markets, solving problems — if it’s part of building a business, there’s a good chance our kids are learning it right alongside us.

We’re figuring it out as we go.

And that’s kind of the point.

It Started With Taylor Swift. Sort Of.

During the 2023–24 football season, our girls started watching football because they wanted to see if Taylor Swift would show up.

RJ had been a lifelong Lions fan, so it didn’t take long before watching for Taylor turned into cheering for Detroit.

Eventually we had an idea:

What if we made shirts that mixed together the things our family loved — sports, pop culture, music, nostalgia, and Detroit?

That idea became a homeschool experiment with one big goal:

Could we sell 100 shirts and earn our way to a Lions game?

We passed out flyers, learned new skills, made a lot of mistakes, and eventually did it.

Our family went to that Lions game together.

But by then, we didn’t really want to stop.

The Experiment Became Something More

We started designing for more sports, selling at markets, and watching ideas that began around our kitchen table show up on people we had never met.

And as Co x Lab grew, so did our kids’ role in it.

Alice began developing her own collections. Eli’s hand-drawn artwork became some of our most recognizable designs. Emmy started sewing our hem tags, crushing social media content, and dreaming of what she could do with a sewing machine.

They’ve learned to create, talk with customers, interview people they admire, set big goals, handle disappointment, and see their ideas become something real.

That might be our favorite part of all of this.

We Found Our People

Somewhere along the way, Co x Lab also connected us with a community we never expected.

We’ve seen people show up to markets wearing our designs. We’ve met athletes, entrepreneurs, creators, families, and Detroit sports fans. Our kids have gotten to stand in rooms full of talented, creative people and realize they belong there too.

We’ve seen our shirts on the news, watched customers share our story, and seen things our kids created at home become part of someone else’s game-day memories.

That still feels pretty wild. It has changed a lot since that first experiment.

Our designs are better. Our kids own more of the creative process. Our goals are bigger.

But the heart of it hasn’t changed much at all.

We still love Detroit sports. It's still all a homeschool experiment. And we still believe a shirt can become part of a memory — a first game, a playoff win, a day downtown, or a season your family will always remember.

That’s Co x Lab.

And when you say Co x Lab, leave out the “x.” It’s our little mark of collaboration — because everything we make is something we’re building together.