Since the days of Adam and Eve, we have traded fig leaves for fashion to cover our vulnerabilities. Clothing and fashion has become more than just fabric. Culture has conditioned us to use fashion to camouflage our insecurities and be a shield, hiding the shame of our past and current circumstances. As a child, I often found myself living in various homeless shelters, rifling through donated clothes. Initially, I would be filled with excitement, hoping to find something that would express who I was and make me feel better about my situation. Then the realization that I needed to hide my circumstances and the shame of my situation overcame me with fear. I had experienced the inhumanity of humanity, the cruelty of kids in school. My sense of self was fragile and I wanted to hide from the world’s judgment. In that moment I realized the profound power of fashion and God sowed the seed of counterculture. 

In today’s culture, shame and cruelty have become mainstream. The shame of others knowing your struggles shouldn’t be harder to bear than the journey to overcome them. Think about your own life. How often do you see shame and cruelty on social media, in the comment sections of videos on YouTube, or even in everyday interactions at the store? People are scared to show up as themselves, to admit they may be struggling, for fear of being shamed.

Welcome to The Counterculture Brands. Our brands embody faith, legacy, our personal story, and an answer to God’s call. The Bible shows us that Jesus was a counterculturist,  teaching and exemplifying love, grace, mercy, and forgiveness. He refused to let cultural norms and laws stop his Good Stewardship. He healed people on the Sabbath, showed kindness to sinners and the poor, despite society deeming them unworthy of his time. Through Jesus's example and God direction, The Counterculture Brands inspires others to embody Good Stewardship daily. When you support our brands, you are giving back to local non-profits, model a lifestyle of grace and kindness, celebrate uniqueness, and embrace greatness as the norm. You are choosing to bridge the gap between your values, intentions, and your actions, creating a world where kindness and stewardship prevail. We are becoming humans without humanity. Together, we can create a culture in which we see each other as God does and work in community as God intended.