“Mike the ‘my pillow guy’ … This pillow fight just got very real,” Hogg tweeted on Thursday.

Though it might have initially seemed like a joke, Hogg later said that he was serious about the business venture. He tweeted a list of goals for the future company, which included supporting progressive causes and hiring formerly incarcerated Americans.

“The website will be up in a couple weeks we are very much in the early stages right now,” Hogg said. “But we really are doing this if you have cool name ideas dm me- we think we have one but we are still open.”