Matthew and Kaylyn Noonan launched Richwife with a deceptively simple belief: being rich has little to do with your bank balance. Just two years after launch, that belief has grown into a multi-million-dollar apparel and lifestyle brand with a rapidly expanding following.
The brand has caught the eye of high-profile names including Olympic gold medalist Simone Biles, country singer Jessie James Decker, and reality television personality Jessi Draper of “The Secret Lives of Mormon Wives.”
A Partnership Built on Complementary Skills
The Noonans bring more than a decade of combined experience to the table. Matthew’s background spans finance and operations across multiple brands, overseeing hundreds of millions in revenue. Kaylyn, meanwhile, built her expertise in content creation, brand development, and community building — a combination the couple says is rare in the industry.
Richwife sells hoodies, hats, and lifestyle apparel, but the Noonans are quick to clarify that the clothing is secondary to the message. Their core argument is that most people are already rich in ways that truly matter — time, health, and relationships — but have been conditioned to measure wealth purely in dollars.
A Brand Built to Last
Financial discipline has been just as central to Richwife’s growth as its messaging. Matthew has emphasized that strong branding means nothing without solid numbers behind it. The provocative name was entirely intentional, designed to stop people in their tracks and challenge conventional thinking about success.
For the Noonans, the ultimate goal extends well beyond apparel. They are building a community centered on recognizing the wealth people already possess — whether they realize it or not.