Bognor Regis couple launch faith streetwear brand from their living room

‘now found’ is a British streetwear label created by Sarah Crimes and her partner, Mike Freeman, with a focus on contemporary clothing inspired by Christian faith.

The brand launches on Friday, October 16, with an initial collection of six unisex pieces, combining understated religious references with heavyweight fabrics and organic cotton.

Sarah brings two decades of experience building founder-led food, drink and consumer brands, including Montezuma’s Chocolates and other Sussex businesses. With ‘now found’, she is applying that experience to a new market, creating clothing designed to offer an alternative to more conventional faith-branded merchandise.

“I’ve never seen an audience this big with so little made for it,” said Sarah. “27.5 million people in England and Wales call themselves Christian, and most of what they’re offered is a slogan on a blank T-shirt. We want to build a brand people feel connected to, far deeper than just the clothes.”

The idea for the business came from Mike, whose own journey towards Christianity prompted him to look for clothing that reflected his beliefs. Having spent much of his life as an atheist, he began exploring the Bible before preparing for baptism. When he struggled to find suitable clothing in the UK, he turned to American brands and discovered others who had experienced similar difficulties.

“I wanted to carry my faith with me without needing to explain it to anyone,” said Mike, now found’s co-founder and creative director. “Five years ago I’d have laughed at the idea of this brand and walked off. It’s been a shock to everyone around us, including me.”

Sarah’s own faith deepened over the following year, and the pair began developing the idea into a business. Mike leads design and creative direction, while Sarah oversees branding, commercial strategy and the wider business.

The first collection features six pieces, including the Imago Dei crewneck sweatshirt, made from 400gsm fabric and featuring the Latin phrase meaning ‘image of God’ at the back of the neck, alongside a small embroidered cross on the sleeve.

The range also includes a 300gsm organic cotton hoodie and four 220gsm organic cotton T-shirts, featuring designs inspired by the Ave Maria rosary, an anchor, John 14:27 and an angel motif titled Reject Modernity.

Prices range from £36 to £65.

The brand will initially sell direct to consumers, using a drop model rather than traditional seasonal collections. A Christmas release is planned for late November, followed by a second full collection in February 2027. Each design will be accompanied by a short explanation of its meaning and inspiration.

For Sarah, the opportunity lies in developing a brand that responds to consumer demand while remaining focused on its core purpose.

“We’re not saying there’s a revival. We’re saying there’s a gap,” said Sarah.

The name now found reflects the personal experiences that inspired the business and the founders’ ambition to create clothing with meaning beyond its appearance.

“It’s exactly how we feel,” said Mike. “We were lost, but are now found.”

now found launches on Friday 16 October at www.nowfound.co.uk and on Instagram at instagram.com/wearenowfound.