The phrase appears in almost every MDMotivator video. It's stitched onto hoodies. It hangs over the door of his official online store. It's the closing line in his TikTok captions. Kindness Is Cool.

For most fans, it's just a tagline. But the phrase is actually the umbrella over an entire brand ecosystem — a registered nonprofit, a clothing line, a giving fund, and a public mission statement all rolled into three words.

Here's how it grew, and what each piece of the Kindness Is Cool world actually does.

A Slogan First

Long before there was a charity or a clothing label, Kindness Is Cool was simply how Zachery Dereniowski talked. The phrase fit naturally with his earlier mantras — be kind, love always, your mess is your message, vulnerability equals relatability equals empowerment — and started showing up consistently in his captions and on his cardboard signs.

His earlier branded venture, the Mental Health Movement, had used the catchphrase You Matter Most. As his focus shifted from explicitly mental-health-focused content to broader random acts of kindness, Kindness Is Cool gradually replaced You Matter Most as the dominant slogan.

The transition wasn't an abandonment of mental health as a theme — it was a reframing. You Matter Most speaks directly to someone struggling. Kindness Is Cool speaks to the room around them.

The Nonprofit

In late 2023, the slogan officially became an organization. According to a NewsNation interview from November 2023, Zachery had launched a nonprofit named Kindness Is Cool roughly two months earlier, with a clothing line preparing to launch on December 1 of that year.

The nonprofit's stated mission, as described on its current website, is to give back to people who exude kindness, compassion, and positivity even when their own circumstances make those things hard to choose. The criterion for receiving help, as Zachery has framed it publicly, is essentially behavioral: the recipients are people who are already trying to be kind. The nonprofit's job is to reward that.

A LinkedIn post from Zachery's marketing partner Onefluent Inc. in October 2023 helped contextualize the launch. According to that post, by the time Kindness Is Cool was formally established, MDMotivator's channels had already generated more than $2.7 million in cumulative giving — through cars, houses, vacations, trips, and direct cash gifts to people featured in his videos. The nonprofit was, in part, an effort to formalize and scale work that was already happening organically through individual campaigns.

Onefluent and the Erica Williams Connection

A name fans don't usually hear in the videos but who's been important to the operation: Erica Williams.

Williams works with Onefluent Inc., a marketing, public relations, and talent agency that represents Zachery. According to the same Onefluent LinkedIn post from October 2023, she was instrumental in building the Kindness Is Cool charity behind the scenes — handling logistics, coordination, and the kind of detail work that makes a giving operation actually function at scale.

Onefluent's post specifically credited her work in connection with a campaign that involved Kim Kardashian and the Reform Alliance, an organization focused on criminal justice reform. The campaign included the gifting of a car to a deserving family. It's also where the post mentions that Williams had the chance to meet Kardashian in person during the project.

The detail is worth knowing because it pulls back the curtain a little on how MDMotivator's biggest collaborations actually come together. The on-camera moments are Zachery and the recipient. The off-camera coordination — the partnerships, the gift logistics, the foundation work — runs through a small team that includes Williams and the broader Onefluent group.

The Kind Closet: The Clothing Line

The clothing arm of Kindness Is Cool lives at thekindcloset.com — Zachery's official merchandise store. The site sells the Kindness Is Cool collection: hoodies, sweatpants, tees, and accessories, all branded with some version of the slogan or the related Kindness Changes Everything mark.

A few specifics that the site itself confirms:

The store's stated promise is that all proceeds go toward helping the individuals featured in MDMotivator's videos. In other words, buying a hoodie is structurally similar to donating to a Slingshot campaign — except you also get a hoodie.

The Cumulative Mission

When you zoom out, the Kindness Is Cool world is doing one thing through three doors:

The nonprofit provides the formal charity infrastructure. The clothing line turns fan support into ongoing revenue that funds the work. The slogan turns the whole operation into something a fan can wear, post, or quote without having to explain it.

That's a deliberately tight loop. It's why a fan who sees a Kindness Is Cool hoodie at the airport doesn't have to recognize MDMotivator to absorb the message. The brand is doing work even when Zachery isn't.

How It Connects to Slingshot

A common point of confusion: isn't this the same thing as Slingshot?

Not quite. Slingshot is the crowdfunding platform — the technical infrastructure that handles donations to specific campaigns. Kindness Is Cool is the broader brand and nonprofit identity. They overlap in mission but operate at different layers.

Think of it this way. If a fan wants to give specifically to one person they saw in a video, they donate via Slingshot. If a fan wants to support the broader mission and own a piece of the brand, they buy from The Kind Closet. If a fan wants to make a one-off donation to MDMotivator's overall random-acts-of-kindness work, the master Slingshot kindness page is set up for that. All three flows feed roughly the same destination.

The $2.7 Million Reference Point

It's worth flagging that the $2.7 million figure cited in late-2023 coverage referred to cumulative giving generated through MDMotivator's channels, not the nonprofit's solo balance sheet. That number is a few years old and predates the Slingshot campaigns of 2025–2026 that have raised six figures each on individual recipients. The current cumulative total has almost certainly moved well past that figure, though MDMotivator hasn't publicly published an updated headline number that we've been able to verify.

If a fan asks how much the project has given away in total, the most defensible answer is more than $2.7 million as of late 2023, and considerably more today based on individual campaign totals reported since.

Coming Up Next

Kindness Is Cool is the brand and the nonprofit. But there's a separate, newer foundation Zachery has been building in parallel: the KindnessWithZachery Foundation. Our next article explains what it does, how it differs from Kindness Is Cool, and what fans should know before donating.

Sources

This article is part of an independent fan site dedicated to documenting the work, life, and impact of Zachery Dereniowski (MDMotivator). We are not affiliated with Zachery, his team, Kindness Is Cool, the Mental Health Movement, the KindnessWithZachery Foundation, or any of his sponsors. All content is researched and written by fans, sourced from public material, and intended as celebratory and informational. To follow Zachery directly, visit @mdmotivator on TikTok or Instagram.