Ours

Our Story

Hug Yours was born out of love, grief, and the power of memory. In 2021, we lost Eli Kane- far too soon. Eli was someone who lived authentically, found and spread joy, had a gift for making others feel seen, sought out deep connections in everyday life, and lover of life. His loss left a space that words couldn’t explain. 

Hug Yours began with just hoodies. The hoodies were a tribute to Eli’s spirit: to show love for the people you love. We created this company to honor his memory and to carry forward the comfort, connection, and love he brought to everyone around him.

Every product we make, every story we share, and every connection we form is rooted in the purpose to bring people closer and remind each other to Hug Yours. 

This isn’t just a brand. It is a movement built on Eli’s values—to connect often and love deeply, and the commitment to keep Loving Life. 

Letter to Eli

Dear Eli, 

You died and my heart was broken. I was broken. I was faced with grief and unbearable pain. A world without you wasn’t a world I could stand to be in. 

You once journaled ‘“never felt closer to the homies” and “don’t know what I’d do without them—feel so lucky to have them”

When we were all forced to pick ourselves up and go back to school for the year, I sent care packages to our closest friends. Included in this package was a hoodie I embroidered with a simple heart and hug your homies written inside. You inspired this message. It was what you left with me, a reminder to value the people in my life and to show and tell them how much I love them. 

Our people loved the hoodies…. People kept asking and I kept making them. Your people, my people, our people’s people. Every hoodie spread more of you into the world. I spent hours and hours sitting in my bed embroidering. I channeled my pain into honoring your memory—it helped me grieve. It became a community. 

I’ve made over 300 hoodies since you died in 2021. Something beautiful came from the grief and tragedy. Only you could have impacted so many people this positively in your death. Your loss is devastating, and your thoughts and values will live on. 

I feel ready to bring your ideas about life beyond just our people. Loss is universal and grief is lonely. These hoodies are about community, joy, and friendship. You put the hoodie on and you feel loved—it connects people. I want to extend that out in the world. 

The sweatshirts are a reminder to love life, find and spread joy, and most of all hug your homies. 

I love and miss you
TB 

Learn more about Eli at https://www.elikanefund.org

Eli’s Grief Notes