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Keats & Co.

project · in 14 videos (2024–2026)

The brothers' coffee and tea brand, soft-launched to Nerdfighteria in June 2024 and fully launched in September 2024, when the Awesome Coffee Club was rebranded as it. Named after John Keats, who died of tuberculosis, it gives all its profit to tuberculosis care in Lesotho and by 2025 had raised over $1 million.

Part of: Good Store · Formerly: Awesome Coffee Club · Includes: Hank's Tea Experience, Octavia Blend, Paradoxica

Videos by year: 2024: 7 · 2025: 5 · 2026: 2

Also known as: Keats and Co

Threads

Also named in the threads: Awesome Socks Club: monthly sock subscription (2016) · Awesome Coffee Club: the brothers' coffee subscription for charity (2022) · John asks viewers to buy Sun Basin Soap, whose profit goes to charity (2023) · Good Store: the brothers' store and subscription box at good.store giving all profit to charity (2023) · Sun Basin Soap: the brothers' charity soap subscription made with Botanie (2023) · Partners In Health's comprehensive TB care project in Lesotho (search, treat, prevent), backed by Keats & Co. (2024) · Hank asks viewers to buy Good Store's Mother's Day bundle (2025) · Focus Friend: Hank's focus app (2025) · Hank asks viewers to sign up for Hank's Tea Experience, a Keats & Co. tea subscription, before sign-ups close (2025)

Often together

What comes up in the same parts of the videos; the number is how many parts.

Sun Basin Soap (7) · Good Store (12) · Awesome Socks Club (8) · tuberculosis (11) · Awesome Coffee Club (5) · Maternal Center of Excellence (4) · maternal death (4) · Europe (3) · Sierra Leone (4) · Canada (2)

What the videos say

The most important statements of each year; all statements.

2024

  • 2024-06-18 · The Tea — announcement: John: Good Store's socks and soap stay oriented around maternal mortality, while coffee and now tea relaunch as a new brand, Keats & Co., to fight tuberculosis. — 00:03:53
    • Keats & Co. fully debuts later this year (2024) but launches to Nerdfighteria now with green, mint, chai, Earl Grey and other teas, plus a strainer, all carefully sourced. — 00:04:22
    • When John Keats died of TB in 1821 nothing could stop it, but in the 200 years since around a billion people have died of TB, and now we have the tools. — 00:04:52
    • A link in the doobly-doo and an offer code give 50% off the first tea subscription order. — 00:04:52
  • 2024-09-06 · I feel like I can't talk about this… — announcement: Hank: The brothers are rebranding the Awesome Coffee Club as Keats & Co., a coffee and tea brand; Hank says the tea is great and reviews are coming in. — 00:02:26
  • 2024-09-10 · The world will change. — announcement: John: To support the project they officially launch Keats & Co. today: the Awesome Coffee Club rebrands as Keats & Co. Coffee, adds tea, and ships to Europe. — 00:03:24
    • Keats & Co.'s coffee supports farmers working to reverse deforestation, and its tea is back in stock. — 00:03:24
    • All profits from Keats & Co. will support comprehensive tuberculosis care in Lesotho and beyond. — 00:03:53
  • 2024-11-08 · These Maps are Lying (if you let them) — Hank says he often responds to situations like this with work, and this week (week of 4 November 2024) made a very dumb tea quiz to help people pick a Good Store tea. — 00:05:49
  • 2024-11-19 · Let's Talk about Money — John: The coffee has over 10,000 subscribers and has raised over $580,000 this year (2024), with steady growth helped by now shipping to Europe. — 00:02:42
    • The coffee has done even better since the rebrand to Keats & Co. and the addition of tea, which has raised over $60,000 since launching in August. — 00:02:57
    • Because the soap and socks now give the maternal health care project enough, the brothers decided Keats & Co. coffee and tea would fund a new project fighting tuberculosis in Lesotho. — 00:03:09
  • …and 11 statements more in 2024 — all statements of 2024

Also named in: Some New Things…

2025

  • 2025-04-18 · I Still Don't Have Cancer (and I'm Still Scared) — ask: Hank asks John, and viewers, to buy the discounted Good Store Mother's Day bundle (Keats & Co. Evensong Chai, a Sun Basin citrus candle, Garden Party soap, hand balm) before Monday so it ships in time. — 00:06:37
  • 2025-08-19 · The Problem with My Brother's Hit New App — John bought the John Bean for $5.99 to support the app and jokes that it is a 70-year-old bean, though it drinks Keats & Co. coffee and its shirt is on point. (playful) — 00:02:40
  • 2025-09-05 · Caffeine is Very… — announcement: Hank announces Hank's Tea Experience, which he created: a six-month Keats & Co. loose-leaf tea subscription with a different tea each month and a video of Hank preparing and drinking it. — 00:06:10
  • 2025-09-09 · Sorry, Hank, but Coffee Is Just Better — John says he needs no chill vibes in 2025: in the morning he needs a rocket ship, coffee, specifically Keats & Co.'s Octavia Blend, available at good.store. (playful) — 00:02:26
    • John says he is glad that Keats & Co., "this little coffee and tea company", has now raised over $1 million for life-saving tuberculosis care in impoverished communities. — 00:03:53
    • John offers viewers who have not tried the coffee 11% off their first order with the code BEANSRULE. — 00:04:23
  • 2025-11-24 · Good Store Holiday Gift Guide LIVE with Hank and John — announcement: John presents Keats & Co., a coffee and tea company supporting comprehensive TB care in Lesotho: peppermint and Blooming Wild Black teas, Octavia and Calypso coffees, Paradoxica decaf, teacups and a tea strainer. — 00:02:03
    • Hank: Reading a review of his Tea Experience, Hank checks the store and finds it can no longer be bought, which Elgin confirms; its teas and a tea taster remain available. — 00:17:39
    • John explains where purchases go: Keats & Co. coffee and tea supports TB care in Lesotho; socks, underwear and Sun Basin Soap support the Maternal Center of Excellence; EcoGeek supports the Coral Reef Alliance. — 00:24:21
  • …and 1 statement more in 2025 — all statements of 2025

2026

  • 2026-02-15 · Project for Awesome 2026 part 5! — John says he really loves Keats & Co. coffee, and is not kidding. — 03:39:14
  • 2026-03-17 · Tuberculosis and Hank's Shingles — John says Keats & Co. delivers coffee and tea to your home and donates 100% of the profit to fight tuberculosis in impoverished communities. — 00:04:44
    • John says the company is named for John Keats because he died of tuberculosis at the age of 25. — 00:04:44
    • For World TB Day Keats & Co. has an unusual giveaway: subscribers before World TB Day receive John reading Ode on a Grecian Urn and explaining why it is important and poignant. — 00:05:13
    • John's favorite Keats poem says that though all humans die, art lasts forever; John disagrees, since art also dies, but forgives Keats, who wrote it at 23. — 00:05:13