There’s a particular kind of magic that happens when two creative people get sober and refuse to become boring about it. Not “I discovered hiking and now I only wear fleece” sober. I mean the kind of sober where the personality comes back online, the colors return, and the dark little goblin of humor that kept you alive in the worst years becomes… marketable. Wearable, even.

That’s what’s happening with Christie from Hopejunkie.org and Aaron from Clean AF Clothing. Two recovery apparel brands. Two second acts. Two ex “tortured artist” types who took the thing that nearly took them out and turned it into something people can put on their bodies like armor.

And the best part? They didn’t meet at a branding conference or a pop-up market.

They met in the rooms. #IYKYK

As Aaron told me in our Zoom interview, their partnership started the way so many real recovery relationships start: not with networking, but with shared language, shared grit, and that immediate recognition of, “Oh… you’re my kind of weirdo.”

The “Rooms” as a Creative Incubator (Yes, Really)

If you’ve ever been in recovery spaces long enough, you know this to be true: the rooms are basically a chaotic little entrepreneur factory.

You hear people say things like:

“I’m starting a nonprofit.”
“I’m launching a podcast.”
“I’m opening a sober bar.”
“I’m making merch because the slogans out there are… not it.”

And then, occasionally, you get a collision like this.
Two brands with similar missions, totally distinct aesthetics, and a shared belief that recovery can be bold, funny, and visually loud.

During our conversation, Aaron said it plainly when I asked how the partnership formed: “In the rooms.” That’s it. No over-explaining. Just the kind of origin story that makes perfect sense to sober people.

Because in recovery, we don’t just rebuild our lives. We build each other’s lives.

Clean AF Clothing: Humor with a Backbone

There’s a reason Clean AF resonates instantly. It’s not just edgy for edgy’s sake. It’s that familiar, relieving feeling of someone saying the thing you’re thinking.

During our interview, I told Aaron I went scrolling through his brand and kept laughing, because comedy is a love language in recovery. It’s also a survival skill. A lot of people still expect sobriety to look like a support group pamphlet: muted colors, soft font, inspirational sunset.

Clean AF is the opposite of that. It gives:
“Yes, I’m sober. Yes, I’m hilarious. No, I will not apologize for either.”

And that’s important, because visibility matters. When we look like ourselves again, it helps other people imagine they could get themselves back too.

Hopejunkie.org: Wearable Hope for the Reluctantly Optimistic

Hopejunkie carries a different kind of voltage. If Clean AF is the punchline, Hopejunkie is the heartbeat.

It’s the brand for the person who has done the emotional miles and wants something that reflects it: not overly saccharine, not performative, but grounded in lived experience.

Hope, in recovery, is not a Pinterest quote.
It’s a practice.
It’s a decision you make at 2:00 a.m.
It’s getting up again.
It’s the second rodeo.

Hopejunkie understands that, and Christie’s work lives in that exact space: real hope for real people.

Why Their Partnership Works: Same Mission, Different Flavor

Some collaborations feel forced. This one doesn’t. Because the overlap is values, not visuals. They both believe:

Recovery should be seen
Sobriety doesn’t have to be serious all the time
Humor and style can be part of healing
Community is the point, not just the product

And their differences are what make it better. When two brands are too similar, it’s just duplication. When they’re aligned but distinct, it becomes an ecosystem.

That’s what this feels like: an ecosystem.

Two brands standing side-by-side saying, “You’re not alone, and you’re not lame.”

The Second Rodeo Energy (AKA: When the Artist Comes Back)

Let’s talk about the “tortured artist” thing. A lot of us were artists before we got sober. Or we were creative people who lost access to our creativity because survival took over. Addiction, trauma, mental health stuff, all of it can turn your brain into a radio stuck between stations. Then sobriety happens and suddenly there’s space again.

Space for:

design
humor
storytelling
meaning
play

These two brands feel like that. Like creativity returning after a long blackout. Like someone taking the scraps of their old identity and stitching them into something new and wearable.

This is what I mean when I say recovery isn’t the end of the story. It’s the rewrite.

Why Sober Merch Matters More Than People Think

Apparel is not “just merch” in recovery. Its identity. It’s signaling. It’s a beacon.

Sometimes it’s:

“I’m safe to talk to.”
“I’m in the club.”
“I’ve been there too.”
“Ask me how I did it.”
“Don’t offer me champagne, I will hiss.”

And sometimes it’s simply:
“I’m still fun.”

In our interview, Aaron hit on something I love: the importance of having fun in recovery, letting it be joyful, letting it be a life you actually want. Because if sobriety is only framed as deprivation, people won’t choose it.

But if sobriety looks like freedom, style, humor, art, community?

Now we’re talking.

Final Word: Find Your People (Then Build Something With Them)

This collaboration is a reminder that the best partnerships aren’t built on strategy first. They’re built on shared reality.

They met in the rooms.
They made things that didn’t exist yet.
They stayed weird.
They stayed sober.
They made it wearable.

And for those of us watching from the bleachers, it’s a little nudge from the universe:

Your second rodeo can be the one where you take what tried to break you and turn it into something that actually holds you up.

Also, let’s not ignore the sacred science of the glow stick: it doesn’t light up until after the snap. 🌈

So here’s your friendly nudge: hop over to Hopejunkie.org or Clean AF Clothing and #ADDTOCART some sober merch for your sober soul, or for one of your sober besties who deserves a little swagger with their serenity. Go matchy. Go weird. Make it a whole look.

And if you do? DM me a pic. I want to see your recovery drip in the wild.

God, grant us the serenity to #ADDTOCART! Sober retail therapy is our favorite kind of workout—mindful, fun, and community-focused. In this section, you’ll discover unique sobriety gifts, premium recovery swag, and must-have merch we can’t stop raving about. We love featuring small businesses founded by people in recovery, sober creators, and brands that champion mental health and the sober lifestyle. From #QUITLIT reads to stylish glassware and meaningful recovery keepsakes, our curated picks make every purchase a celebration of sober living.

Shop our classic Sober Curator merch on SHOPTHESOBERCURATOR.COM for and explore our TSC Amazon Storefront featuring curated lists packed with gifts, books, and sober essentials.

Resources Are Available

If you or someone you know is experiencing difficulties surrounding alcoholism, addiction, or mental illness, please reach out and ask for help. People everywhere can and want to help; you just have to know where to look. And continue to look until you find what works for you. Click here for a list of regional and national resources.