Joyz Christian Gear expands faith based fashion offering

Apparel and lifestyle brand Joyz Christian Gear continues to expand its faith based fashion offering and aims to establish itself as India’s premiere Christian label by collaborating with the country’s Christian rappers. 

Joyz Christian Gear began with a focus on graphic t-shirts, which feature Christian inspired slogans and designs, and has expanded into tote bags and a wider range of garments, the brand announced on Facebook. The label describes itself as “India’s first Christian fashion brand” and retails from its flagship store in Mumbai at Mira Road, Rapzilla reported. 

The brand is closely aligned with India’s Christian rap subculture and has worked with rapper Suraj Sarohiya on promotional materials, shown in videos on Joyz Christian Gear’s Instagram account. Sarohiya wears clothing from the label’s collections in music videos and has worn the label’s clothing in media appearances. 

The label aims to connect with Gen Z Christians in India and its garments are influenced by streetwear and urban aesthetics. Bible references sit alongside graffiti style art on bright t-shirts and recent launches include long dresses to help the brand to connect with women shoppers. The label plans to continue to expand its offering and further connect with shoppers in India.