Yooo, what’s up everyone. I’m AJ Voelpel, founder of Good Boy Originals. I’m also the only employee — I design, shoot, frame, pack and ship every single order myself.

Good Boy is deeply rooted in the people, places, culture and hospitality of New York, where I was born and raised. A lot of the credit goes to my parents, who pretty much wrote the book on side hustling and taught me early on to make myself useful to the people around me.

That mentality is still at the heart of Good Boy. I obsess over the details, put an unreasonable amount of thought and time into every piece, and try to make the finished product better than you expected it to be. Seeing the response to the work—and how much these pieces can mean to people—is what makes all that effort worth it.