Bognor Regis couple launch new clothing brand inspired by their journey to faith

A couple from Bognor Regis have launched a new streetwear brand 'now found' inspired by their personal journey to Christianity, turning an idea developed in their living room into a clothing business.

Mike Freeman and his partner Sarah Crimes are behind now found, a faith-inspired fashion label designed for people who want to express their beliefs through clothing without wearing large religious slogans.

The business was born following an unexpected change in Mike’s life, having spent much of his adulthood describing himself as a committed atheist.

That changed when he suddenly decided to buy a Bible, surprising both Sarah and those closest to him.

He began spending his evenings reading and studying scripture at their home in Bognor Regis, making notes as he explored Christianity. His growing interest eventually led him to prepare for baptism.

Sarah and Mike from 'NOW FOUND'

Reflecting on the transformation, Mike said: “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.”

Over the following year, Sarah also developed a stronger connection with her faith, and the couple began discussing how they could reflect their beliefs in everyday life.

Mike found that much of the Christian clothing available featured prominent slogans or religious messaging, something he felt uncomfortable wearing.

Conversations with friends at church and the gym suggested others felt the same way.

“I wanted to carry my faith with me without needing to explain it to anyone,” said Mike.

Sarah, who has two decades of experience helping to develop founder-led businesses, including Montezuma’s Chocolates, recognised an opportunity to create something different.

Rather than producing traditional Christian merchandise, the couple wanted to design contemporary clothing with subtle religious references that would appeal to people regardless of whether they immediately recognised the meaning.

“Faith is personal. For a lot of people it’s quiet, and they wanted something that reflected that,” Sarah explained.

“We wanted to make clothes that hold real meaning but that you’d want to wear anyway. If someone asks, you’ve got a conversation. If nobody asks, you’ve just got a great sweatshirt.”

The couple's first collection features understated details inspired by Christian teachings.

These include the Latin phrase Imago Dei, meaning "image of God", positioned at the back of the neck, alongside embroidered crosses on sleeves and references to Bible passages.

One design incorporates words from John 14:27, "My Peace I Give You", reflecting the Christian message of peace.

The business also plans to share the stories, meanings and historical backgrounds behind its designs, helping customers understand the inspiration behind each garment.

The couple are launching their label at a time when Christianity and expressions of faith are attracting renewed attention in parts of British society.

However, for Mike and Sarah, the venture remains rooted in their own experiences and their desire to provide a more personal way of expressing religious beliefs.

The name now found reflects the change they believe faith has brought to their lives.

Explaining the meaning behind the brand, Mike said: “It’s exactly how we feel. We were lost, but are now found.”

'NOW FOUND' launched today (Friday 16 October) at www.nowfound.co.uk 

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