Fast forward to university when Eloise and her university best friend, Chloe Staines, were tasked with creating an e-commerce-based business for their Digital Marketing class. Sitting there in their most beloved hoodies, they thought: "how can we make our love for hoodies more meaningful?" Immediately, Eloise's memories of cancer flashed into her mind.
The girls untapped a hidden nexus between loungewear, comfort and childhood cancer advocacy. Since then, the Good Hood Club has cultivated a community of support united through symbols of comfort. The Good Hood Club has raised upwards of $100,000 for pediatric oncology initiatives, alongside countless in-kind donations, all while raising awareness for childhood cancer.
The girls graduated from the Commerce Program at Queen's University in 2021 and have since worked as young female entrepreneurs in their roles at the Good Hood Club.