Loved First was founded by Josh Smith.
Josh wanted to create clothing that reflected the kind of streetwear he genuinely loves to wear—premium, oversized and minimal—but with a message that means something.
Instead of following trends that fade, he wanted to create designs that carry an eternal truth.
The name Loved First comes from 1 John 4:19:
"We love because He first loved us."
It's a reminder that God's love doesn't have to be earned. It was given freely through Jesus, long before any of us deserved it.
That truth is at the heart of every collection.
Loved First is more than just clothing - it exists to remind people of one life-changing truth:
You are loved before you achieve.
Before you perform.
Before you get everything right.
In a world that constantly tells us to prove ourselves, earn our worth and compare ourselves to everyone else, we believe there is a better message.
A message of grace.
A message of hope.
A message that your identity isn't found in what you do, but in who God says you are.
That's why every design we create carries a purpose. Some make a bold statement. Others are more understated. But every piece is designed to start conversations, encourage faith and point people towards Jesus.
Our Vision
Our vision is simple.
To create premium Christian streetwear that inspires confidence in faith, sparks meaningful conversations and reminds people that they are deeply loved by God.
We hope every hoodie and T-shirt becomes more than something you wear.
We hope it becomes an opportunity to share hope.
Whether someone asks about the message on the back, starts a conversation because of a design, or simply needs the reminder themselves, we pray every garment points people towards Jesus.
Join the Movement
Loved First isn't about building a fashion label.
It's about building a community of people who know they are loved first—and want others to know it too.
Thank you for being part of the journey.
"We love because He first loved us."
1 John 4:19