Be Your Own Hero

Control your emotions. Control your mindset. Control your health.

Psychology-backed tools to help you take back your wellness.
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Stand For Your Health

Self-talk your way to a healthier, mightier you with Project YGT.

Rooted in psychology. Designed for life. You got this (YGT).
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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.

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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.

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  • Reflected 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.

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  • With 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.

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  • For 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.

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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

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Build Your Mirror Ritual, One Loving Distanced Self-Talk at a Time

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