Fieldwork · Brand, Apparel & Web Design
YHWH —
Your Holy Way Heals
A Christian streetwear brand built from an idea into a fully-fledged label — identity, apparel graphics, campaigns, and the site behind it all.
Fieldwork · Brand, Apparel & Web Design
A Christian streetwear brand built from an idea into a fully-fledged label — identity, apparel graphics, campaigns, and the site behind it all.
YHWH is the project that proves the brand works in the real world, not just on a screen. Founded in April 2024 as a Christian streetwear label, it has grown from a single sold-out debut drop into multiple full collections, a run of national press and speaking opportunities, and a live collaboration with a UK church network — with my fellow founder and I handling the identity, the graphics, the campaign direction, and the Shopify build behind it.
The Story
YHWH exists to turn everyday fashion into a platform for ministry — making faith visible, wearable, and part of daily life, without it needing to be preachy to say something. Every collection is built around a specific message, verse, or spiritual theme, translated into graphics, product, and a campaign shot to match.
The Collections
The debut collection, inspired by a sermon on leaving your own "Egypt" — stepping away from what holds you back to fully trust God. Tracksuits carried a verse from Exodus; Burning Bush tees symbolised God's calling and revelation.
Shot as a clean studio campaign — a full group shot in the black and white Burning Bush tees, a detail shot of the "I Am the Lord Who Heals" hoodie, and the grey tracksuit styled alongside a Bible to keep the collection's message front and centre. Sold out within a week of release.
A rugby-polo collection built around anointing and calling, carrying a Luke 4:18 verse tag on every piece across two colourways — chocolate brown/cream and bubblegum navy/pink.
The campaign was shot on location in Morocco across a single day: golden-hour ATV shots out in the desert for the daytime energy, showing both colourways against the landscape, then a second look shot on Marrakech's streets at dusk for a moodier, more editorial feel.
A zip-up hoodie and tracksuit collection built on Daniel 6:3 — "Daniel had an excellent spirit" — reframed as a standard of living that honours God in every detail, not just a slogan.
Shot as a group campaign under an archway, with a matching solo portrait, a macro detail shot of the embroidered mark on the chest, and a moodier hood-up close-up to carry the collection's more serious, disciplined tone.
The most recent core collection, launched with a knitted "Gathering of the Saints" sweater and now expanding into long sleeve tees for summer — carrying the brand's mission across every season.
The sweater was shot in a gallery setting, back-to-camera in front of a period painting, to give the piece a quieter, more reflective mood than the rest of the brand's campaigns.
Collabs & Opportunities
Invited onto BBC Radio to share the brand's story and the vision behind faith-led fashion.
Listen on BBC →
Spoke at a PENSA event at the University of Warwick, connecting with students on the journey of building a brand around faith and fashion.
Partnered with Bristol's Vision of Tomorrow for an Easter convention, worn on stage during worship led by Chantelle Rutendo and spoken word from CharleneThePoet.
A collaboration with the Church of God of Prophecy for their 2026 youth camp — navy and maroon tees and hoodies carrying an original knight-and-crest graphic alongside the Lord's Prayer.
The Web Build
The Result
YHWH's debut collection sold out within a week of release, and the brand has since released multiple further collections, been featured on BBC Radio, spoken at a University of Warwick event, and partnered with a Bristol church network on a live event — with the Kingdom Builders collaboration currently in progress.