ARK is a clothing line that tries to change people's lives through clothing. ARK stands for Acts of Random Kindness. The idea is that any time you are wearing a piece of ARK clothing, you are reminded/encouraged/obligated to do something nice for somebody else. Each piece of ARK clothing comes with some kindness suggestions. ARK even volunteers to provide some of its profits to you if you have an idea about how to spend it on helping somebody. ARK even states "I don't even care if you don't buy a shirt... just get involved...".