praying

Founded by friends Skylar Newman and Alex Haddad in 2020, Praying is a fashion brand that emerged from a shared interest in dark humor and internet culture. Operating between New York and Los Angeles, the label quickly gained a cult following for its provocative and satirical designs that blend religious iconography with celebrity and pop culture references from the Y2K era. Praying’s aesthetic is defined by simple, screen-printed graphics and plain fonts on wardrobe staples like t-shirts, hoodies, and bikinis. The brand achieved viral status with its controversial “Holy Trinity” bikini, which featured the words “Father,” “Son,” and “Holy Spirit.” Other notable pieces include bags printed with images of “Brangelina” and slogan hats reading “God’s Favorite.” The brand’s approach often feels like performance art, using fashion to comment on social media, faith, and celebrity worship with an ambiguous tone that can be interpreted as either sincere or deeply ironic. This unique perspective has attracted high-profile wearers such as Olivia Rodrigo and Blackpink's Lisa and led to collaborations with Adidas and Gucci's Vault. Praying’s designs capture the nihilistic yet playful spirit of a specific online subculture, turning internet jokes into tangible, wearable art.