People sometimes seem surprised that a streetwear brand can be Christian-owned. I understand why. Fashion has a reputation for being about image, and faith is supposed to be about something deeper. But I do not think they are opposites.
Why I started
More Amoure began with my grandmother and her bread. She gave it away every Saturday to her church, to the hospital, to anyone who needed it. She never had much, but she never lacked. That is where the whole brand comes from.
What faith shapes
Our giving. 10% of every profit goes to More Action. It comes from the idea of the tithe.
Our values. In Matthew 22, Jesus says the greatest commandments are to love God and to love your neighbour as yourself. That sits at the centre of what we do.
Our name. More Amoure carries the idea of more love. Our line is MORE LUV.
Our symbol. The four-heart clover is our take on Nyame Dua, an Adinkra symbol of God's presence and protection.
What it does not mean
It does not mean we only talk to people who believe what we believe. Our community is wide. We want everyone to feel welcome, whatever their faith or none.
It does not mean we preach on a hoodie. Our clothes are made to be worn, not to lecture.
Why clothes can carry a message
People wear clothes every day. What we put on says something, even if only a little. So if clothes are going to say something, why not let them say something kind?
Practising it
Faith is easy to talk about and harder to do. So we try to show up. We took sanitary packs to girls in Ghana. We spoke to people on the streets in Birmingham. We collected food in Telford. We ran a food drive in Manchester.
An open door
If you share our faith, we are glad to be in it with you. If you do not, you are still welcome here.
Read the story behind the brand on our About page.
MORE LUV.