THE STORY BEHIND REUEL: A NAME, A MESSAGE, A CALLING

Some moments feel too intentional to be coincidence.

One morning, in that space between sleep and wakefulness, I saw a name—Reuel. It was unfamiliar, almost foreign, yet it imprinted itself on my mind. As I slowly emerged from sleep, a song filled my spirit, one I couldn’t stop humming: Friend of God by Israel Houghton. It played over and over in my heart, but I didn’t think much of it at the time.

Later that day, curiosity led me to search for the meaning of Reuel. What I found surprised me. Among several definitions, one stood out above the rest—Friend of God. The very words of the song that had been on my lips since waking. It was as if something—or Someone—was trying to get my attention.

I held onto that moment, not fully understanding its significance. Weeks passed, and then an opportunity came—the chance to start a clothing brand. Instinctively, I considered using the name of a past venture, something familiar, something safe. But deep down, it didn’t feel right. It lacked weight. It lacked meaning. As I wrestled with the decision, the memory of that dream-like moment resurfaced. The name. The song. The unmistakable connection.

Suddenly, I knew.

This wasn’t just a name; it was a calling.

That was the day REUEL became more than an idea. It became an assignment. A brand not just built on fashion, but on faith. Not just designed for style, but for purpose. A statement that goes beyond trends—rooted in the belief that our identity, our influence, and even the clothes we wear can carry a message.

A reminder that we are called to something greater—to be friends of God, to walk in purpose, and to make Him known.