In a time when women are experiencing more cancer, more infertility, more anxiety, more depression, more heart disease, and more reproductive health issues—while losing healthcare rights and autonomy—Joni gives women the tools to fight for and take back control of their health.
Women Deserve to Know the Truth
"Much disease could be prevented and healed if we fully understood the scientific evidence verifying the mind-body unity."
- Gabor Maté, MD in WHEN THE BODY SAYS NO
Therapy You Can Wear. Treatment You Can Trust.
Coach Yourself to Better Health Distanced Self-Talk helps you regulate your emotions in real time—just by changing the words you use. Each Joni piece is designed to support you with language that gently shifts your mindset, exactly when you need it most.
Discover Distanced Self-TalkReflected Back to You Our designs are made for your mirror—not the world. When you catch your reflection, you'll see a message meant just for you—reminding you to pause, breathe, and talk to yourself like someone you love.
Shop Distanced Self-TalkWith Psychology-Backed Techniques Rooted in decades of research, Distanced Self-Talk is a proven tool for managing anxiety, boosting self-control, and improving decision-making. Project YGT brings that science to life—on your shirt and in your everyday life.
Discover Distanced Self-TalkFor When You Need It Most Whether you're running on empty or carrying something heavy, Joni is here to help. Our apparel is designed to be a steady, supportive presence—especially on the days you forget to support yourself.
Shop Distanced Self-Talk
Distanced Self-Talk: Used by Athletes, Astronauts & Authors
[Looking into his own eyes in the mirror] You can do it. Believe in yourself. Now is the time, forget everything that has happened. New match starts now. Let’s go, champ.
Novak Djokovic to himself in the bathroom during the Wimbledon Finals 2022, after getting routed the first two sets and before coming back to seal the win in five
[Silently to himself after finding oxygen] Okay, you're alive. Now, you have to do everything right, or everyone on this spaceship is going to die. No mistakes.
Jerry Linenger, U.S. astronaut, after a highly dangerous fire broke out in an oxygen canister aboard the Mir space station on February 24, 1997
[Over and over and over to herself] There is no way, if you've worked this hard, you will not be rewarded. You have to believe this moment is preparing you.
Mel Robbins, creator and host of the award-winning The Mel Robbins Podcast and a #1 New York Times bestselling author of The Let Them Theory
"People often ask me what I do when I get caught in a negative emotion loop... eventually I confess that distanced self-talk is my go-to because of its ease and effectiveness."
- Ethan Kross in Shift: Managing Your Emotions—So They Don't Manage You
Build Your Mirror Ritual, One Loving Distanced Self-Talk at a Time
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THE PEP TALK: CLASSIC CROPTHE PEP TALK: CLASSIC CROP- Regular price
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$58.00 - Regular price
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$58.00
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THE RESET: STORM BREWINGTHE RESET: STORM BREWING- Regular price
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$58.00 - Regular price
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$58.00
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Who said mindset tools were just for women?
Let's Hear It for the Boy!
Joni Health is built to change the course of women’s health—but we believe everyone benefits when women are better supported. That’s why we offer a few select pieces designed for the guys who want to wear the message, support the mission, join the movement—and even benefit from a little Distanced Self-Talk themselves.
Because empathy looks good on everyone.
Joni Gives Back
Because women’s health has been an afterthought for too long.
That’s why we donate 7% of proceeds from every purchase—yes, seven—to support better research, care, and outcomes for women's mental and physical health.