Better Off Bad

Insight: Thinking you’re a bad Jew is one of the most inherently Jewish things you can do, regardless of whether you abide by the tenets of Judaism. Do you know what else is inherently Jewish? Self-expression, creativity, wit, and rebellion. This is the anthem to all the “bad behavior” that makes us so damn good.

Challenge: If you don’t always keep kosher, if you do not regularly attend synagogue, if you enjoy listening to Christmas music if your partner isn’t Jewish, or if you don’t call your mother enough, you may label yourself a “bad jew,” a phrase often associated with feelings of shame and guilt.

Idea: We set out to create a movement for untethered Jews everywhere to express themselves guilt-free. Through rebellious punk-style headlines and designs, we brought to life an identity that lives through a collection of street-style clothing and accessories all sold on an online webshop disguised as a punk skate shop: badjewmafia.com