The train of thought started when I stumbled across a concept called identity marketing. Modern entrepreneurial methods suggest that it’s who you’re trying to serve is what you have to define. Not the product you want to sell.
So the natural question to ask was “Why do I see so many Christians that don’t wear faith-based clothing?”
Since then, the purpose Canonical could serve continued to become more clear.
Generosity
I feel as though non-profit organisations can often be underrepresented in the online space, and naturally, in person-to-person conversations as well.
It’s in the nature of businesses to gain traction and interest a lot faster than non-profit organisations because of the way humans work.
It’s not foreign for faith-based brands to support charities, there are many that do so. However, charities can be left to fend for themselves to make their work known.
Canonical will aim for a combination of giving its profits to effective charities and showcasing non-profits that do work that changes the world.
We will start with giving 5% of our profits to a selected group of charities. The number of charities and the percentage given will increase as the profits do.
Our real hope with strong charity messaging is to cultivate a culture of generosity amongst Christians.
Minimalist Apparel
Right now, we will strive to create designs that are inspired by the Word and minimalist in style.
The challenge we have to overcome is connecting what works in consumer trends right now (without compromising our beliefs) with the many beautiful themes and concepts the Bible communicates.
Our hope is to have a line of pieces, colours and styles that people will find appealing to wear and find personally meaningful.
We thought a great place to start is with minimalist apparel and extend ourselves to other styles such as blanks and larger prints later down the line.
Meaningful Engagement
After growing up in the faith through hundreds of hours of listening to people like Keller, Comer, Piper, and a few others over the last few years; whilst being involved in the ministry of the Gospel to the youth, I’ve come to realise there are patterns that can be replicated and new opportunities online ministry can head, in a space everyone is already in.
Here, online.
So the question to try and answer is, what way is there to unite believers through a brand so that it might lead Christians to think deeper about specific matters of faith, and engage with God and others in an increasingly fruitful way?
We want to meet this generation where they’re at (culturally and online) and encourage them to engage in fruitful avenues such as charity giving, emotional health, mentorship, evangelism, Christian literature and much more.
Our ambition at Canonical is to supplement Christians by pointing them in the right direction when it comes to walking well with Jesus. Canonical Clothing will create designs that will seek to provide believers with apparel they can associate with.