NFL quarterback and outspoken Christian Russell Wilson has just launched a new men’s clothing line called “Good Man” made for “men of action” that, according to their site, “tally the score in good work we do, and what we inspire in others.” Huh.

The brand seems to be centered around a positive lifestyle ethic (they are promoting it with the hashtag #LeadInspireLive), but there’s also a charity element to the business. On the site, they explain,

We want to inspire people everywhere to do good. And we want to make it easy to get started. For each item you purchase, we’ll donate $3 to the Why Not You Foundation, which tackles big issues like childhood cancer, world hunger, and domestic violence.

Wilson told GQ, “We’re going to change a culture through fashion.” Even though Wilson is primarily known for athletic endeavors, the clothes are mostly high-end casual fare, like their $148 “Printed Chino Shorts” and a $76 pocket T-shirt.