While our primary goal is to spread the word of God through fashion, we are more than a Christian brand. The world is currently witnessing the exponential rise of artificial intelligence that fundamentally challenges society as a whole. While many jobs, including those in creative art, are being replaced by these technologies, it remains clear that even the most advanced algorithms and humanoid robots will never have this one God-given, precious thing that is the source of all human creativity: the soul. Thegenuinehuman stands for the expression of our unique humanity and our divine blueprint. It also stands for the pivotal value of communicating the truth - that has become a scarce asset on this earth. And finally, we also seek to reinforce awareness around the conservation of our planet and the ongoing deforestation and pollution.