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Our Mission: 1,000,000 inclusive books to kids

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Who We Are

Created by a teacher & her husband.

With a mission to create atruly kind world.

Kindness is the most basic human right we should all agree on. But kindness needs to be more than just pleasantries.

We believe kindness must be rooted in justice & action. We believe in challenging one another to do better. We believe in using our voice to ignite change. And we believe in creating a more kind world. We hope you'll join us!

Kaitlin & Kevin

co-Founders, Kind Cotton


We're on a mission to put 1 million inclusive books into the hands of kids.

One tee, one book at a time.

The Kind Cotton Reading Program is the heart & soul of our business and where everything started! Every purchase funds our reading program and donates an inclusive book to a child.


At Kind Cotton every purchase has a purpose. Here's a look at the impact every single one of your purchases has made.

Issues We Care About

It is crucial to our mission that we put our energy and money into being involved in activism on a macro level. All injustices in our country are aligned and we want to continue to create a collective community in which we all feel connected and motivated to act. We wish to lead with love, empathy, compassion, inclusion, and justice in order to create a kinder future.

The Kindness Is Podcast

Take a deep dive into the true meaning of kindness with Kind Cotton Co-Founder Kaitlin Johnstone. Her and her husband Kevin created Kind Cotton with a mission of spreading true kindness while giving back, and together they've been able to donate over 100,000 books to children through Kind Cotton clothing sales.

Discussing topics related to social issues, current events, racism, education, literacy, and much more, this podcast will give you a unique insight and perspective on how we can all work to be better, do more, and be truly kind.

Book Kaitlin for a speaking event centered around one of the following:

  • How to actively spread true kindness. Kindness that is grounded in action and open to change. It’s time to let go of our surface level definitions of kindness as simple pleasantries and start thinking of kindness as being multifaceted. Kindness is love. Kindness is empathy. Kindness is compassion. Kindness is inclusion. Kindness is justice.

  • How to build an inclusive bookshelf. Kaitlin and her partner Kevin have created an entire company that focuses on the need for inclusive books and education. Kaitlin can share all the important tips and resources she has learned along the way 

  • Building an impactful brand. Kind Cotton was built with a very specific mission in mind; make impactful clothing while providing inclusive books to kids. Throughout the years, Kaitlin has created relationships, led advocacy projects, and learned the ins and outs of crafting a business that people not only want to support, but feel connected to.