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NEW FOR 2018: Good is the New Cool is pleased to announce a partnership with Soho House to do an event series featuring some of the world's most inspiring creatives, entrepreneurs and activists who want to use business and culture as a force for good.

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Kicking off on February 26th with the awesome Dao-Yi Chow, co-founder of the iconic New York fashion label Public School, and and Rachel Johnson, Founder of Thomas Faison. We'll be discussing the power of fashion and creativity to spark social awareness, dialogue, and action. The quarterly event series at Soho Houses in New York and Los Angeles will also be accompanied by a podcast series kicking off in March 2018.

Email us at : goodisthenewcool (@) for more details.

The Collaborators

Soho House was founded in London in 1995 as a home from home for people working in creative fields. Since then, its growing network of Houses in the UK, Berlin, Istanbul, Barcelona, New York, West Hollywood, Miami, Chicago and Toronto have become home to a global community of professionals working primarily in film, fashion, advertising, music, art, and media.

Good is the New Cool is a storytelling platform founded by Afdhel Aziz and Bobby Jones to help culture creators and entrepreneurs use their influence, talents and resources to impact a greater good.  Through the release of their best-selling book, "Good is The New Cool: Market Like You Give A Damn", keynote talks, and brand workshops, they have helped tens of thousands of people around the world to use business and culture as forces for positive change.


Across the globe, we are seeing a troubling rise of violence, intolerance and injustice that is threatening the future well-being of all people and our planet.

However, it is not a time for hopelessness, now is time for action. As Kenneth Rexroth stated, “Against the ruin of the world the only defense is the creative act”. Thus, we believe creators are more important now than ever to reshape the beliefs, mind-sets, cultures, and values that are the underpinnings for social change and a better world.

Soho House’s members - the world’s pre-eminent creative community – are becoming more socially conscious; increasingly feeling compelled to play a more active role in creating positive change in the world. The problem is most do not know how.

The Soho House Good is the New Cool series will help solve that through integrated events and podcasts which will provides members with physical spaces to come together and compelling content that can inform and inspire them on the go.

Against the ruin of the world, there is only one defense—the creative act.
— Kenneth Rexroth


The Good is The New Cool event series will provide Soho House members with experiences that deliver what they crave most – a better understanding of the issues they care about, trusted spaces to explore creative solutions and form deeper connections with others, along with practical tools to help bring those ideas to life.  

Each event will bring together a community of creators, innovators and provocateurs to engage in meaningful dialogue around some of today’s most urgent issues and learn how to implement bold creative actions that can lead to real social change.    

The events will be hosted quarterly at Soho Houses in NYC and LA.  


Creators and citizens within the Soho House Community and beyond are hungry for stories of inspiration and impact - tales of ordinary people solving extraordinary problems in the most exciting and coolest ways imaginable.

The Good is the New Cool Podcast, hosted by Afdhel Aziz and Bobby Jones is a series of entertaining and enlightening conversations with a new wave of world changers; providing listeners with immersive access into their life and work, as they attempt to solve some of our world’s most urgent issues. From leading entrepreneurs and world-renowned artists, to game-changing designers and award-winning marketers, each episode will delve deep into their unique stories and one thing they all have in common, the desire and the courage to transform our world for the better. 

The Good is the New Cool Podcast will introduce its first two seasons in 2018.