ESUS- Identity Woven

ESUS was founded in 2024 by yours truly. I’ve always been obsessed with streetwear, branding, and the way what we wear speaks to who we are. Creating a label that reflects my personality, ethos, and style has been a long-time ambition. Ever since I first got into alternative culture and music, I’ve been drawn to the power of branding and aesthetics. As Liam Gallagher once said: “You can have all the gear and play all the chords, but if you don’t look cool, forget it.” That attitude lives at the core of ESUS.

ESUS is rooted in the raw energy of street style, the defiant spirit of hardcore music, and the fearless creativity of skateboarding. A symbol of those who carve their own path, reject the ordinary, and move with purpose. Self Possessed. Confident, unapologetic, and in control.

In my brief time immersed in streetwear, I’ve never seen a space that truly represents people who live inner-city lives, breathe counterculture, and still hold deep respect for nature and animals. The kind of people who find home in both concrete and wilderness — who crave adventure, fresh air, mountains, forests, skateparks, and rivers in equal measure.

Streetwear has always reflected rebellion, identity, and belonging, but who speaks for those of us who straddle both worlds: the grit of the city and the calm of the wild. That intersection — where counterculture collides with care for the planet — is where ESUS was born.

We exist to bridge that gap. ESUS is for the streets that raised us, the earth beneath our feet, and the animals that roam it. We stand against fast fashion — against the cheap, mass-produced shit that poisons the planet. The waste, the pollution, the exploitation: it’s overwhelming. But it’s also a symptom of modern life. This disease of instant gratification runs through everything: the endless scrolling until your brain melts into an anxious glob of self-loathing; the fast food wolfed down without thought of where it comes from and what it does to our bodies; the constant pings of apps demanding your attention. It’s the culture of ‘now, now, now.’

Remember the Guiness slogan, good things come to those who wait?

I’m less than a year into my so-called fashion journey, and if I’m being honest, it’s been a crash course in patience. Something that does not come naturally to me. I’ve had to learn my own lessons in delayed gratification. My first drop didn’t sell out overnight, or at all. My first posts on social media sat there for weeks with barely a like. I didn’t suddenly amass hundreds of followers or build a buzzing community at the click of a button.

But that’s the point — this isn’t about quick wins. I’m not here to chase hype or play the algorithm game. I trust in the bigger vision: imagining two strangers walking down a city street in the future. They notice each other repping ESUS garms and instantly recognise a potential ally in this mad world. Different lives, different paths, but the same beliefs. Maybe they stop to talk. Maybe they trade ideas, share food, laughter, a drink, a night out, or just a nod of solidarity. That connection — raw and human — is what drives me.

Because ESUS was never meant to be just clothing. It’s a way to signal who you are and what you stand for. It’s about creating a culture where what you wear reflects respect — for yourself, for others, and for the planet.

So yeah, the likes will come when they come. The sales will follow in their own time. What matters is building something real, brick by brick, thread by thread. That’s the journey I’m on.

This planet is incredible, and I know there are countless people who feel the same. We want to look and feel good, but never at the expense of others or the Earth. Every piece we create is intentional, valuing sustainability, ethical production, and a future where style doesn’t cost the planet. True power lives in the balance — rebellion and respect, passion and purpose. That’s the world ESUS represents.

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www.esusclothingco.com