The slogan "Love Thy Self" is inspired by Mark 12:31 where Jesus shows us the greatest commandment from God; to love Him and love our neighbour as we love ourself. If we cannot love ourselves how can we love others? We believe much of the evil we see in the world today is because people have a low value of themselves and so as a result have a low value of others. We hope to instill self worth into the wearers of our brand through messages portrayed on our clothing and through our brand ethos.
The words that make up the 'I AM' design are there as a constant reminder of the God we serve and that we are His creation.