Yirah Mindset
Yirah

What Yirah means

The word “Yirah” comes from Hebrew and means the fear of the Lord — not as dread, but as:

The mindset that guides YM

  • To create with spiritual responsibility.
  • To make decisions aligned with God.
  • To reject everything that promotes destruction, addiction, or values contrary to the Gospel.
  • To use influence to build up, not to corrupt.

Dressing as declaration

At YM, getting dressed is also a spiritual declaration. We wear reverence, purpose and obedience to God — not only on the outside.

Mission and vision

Five commitments, as written in the brand's founding documents.

  1. 01Vision

    To glorify God in everything we do

    That every action of YM — from design to social impact — glorifies the name of the Lord.

    “So, whether you eat or drink, or whatever you do, do all to the glory of God.”
    1 Corinthians 10:31ESV
  2. 02Vision

    To build a generation founded on Christ

    To form a generation that knows God, fears the Lord, and lives with purpose.

    “The fear of the Lord is the beginning of wisdom, and the knowledge of the Holy One is insight.”
    Proverbs 9:10ESV
  3. 03Mission

    To express the Gospel through creativity

    To use fashion as a modern language for communicating eternal values.

    “In the same way, let your light shine before others, so that they may see your good works and give glory to your Father who is in heaven.”
    Matthew 5:16ESV
  4. 04Mission

    To live faith authentically

    To inspire people to live a true faith — not merely spoken, but reflected in character, in choices, and in the way they live.

    “I appeal to you therefore, brothers, by the mercies of God, to present your bodies as a living sacrifice, holy and acceptable to God, which is your spiritual worship.”
    Romans 12:1ESV
  5. 05Mission

    To create community, not just customers

    To connect people through real testimony, fellowship, and faith lived together.

    “And let us consider how to stir up one another to love and good works, not neglecting to meet together, as is the habit of some, but encouraging one another, and all the more as you see the Day drawing near.”
    Hebrews 10:24–25ESV
Key verse
“The end of the matter; all has been heard. Fear God and keep his commandments, for this is the whole duty of man.”
Ecclesiastes 12:13ESV