Jude Dontoh and The Tribe of God
Art often intersects with personal beliefs and religion, and Jude Dontoh exemplifies this as a Christian deeply rooted in his faith and a designer from Ghana. He explains the significance of translating one’s beliefs into fashion and art. Jude boasts an impressive portfolio that includes collaborations with international artists like Lauryn Hill and Sean Paul. His work embodies a distinctive fusion of contemporary style and cultural influences, with a mission to make Christianity fashionable through his brand, Tribe of God (TOG) co founded by his brothers George malm and Emmanuel Sam-Amoah. This approach not only showcases his dedication to fashion but also reflects his deep-rooted faith. “Church Shoes V2,” is his latest footwear launch, and Jude taps in with NoteSphere to discuss the importance of his work.
NoteSphere: How long have you been working on this shoe design? And why footwear right now?
Jude Dontoh: This is the second variation, actually. I call them “Church Shoes.” I’ve been working on this specific design for two years.
NoteSphere: Oh, why the name “church shoes,” though?
Jude Dontoh: I’ve always wanted to do footwear. It took a minute because I didn’t have the means to create it before. Tribe of God (TOG) is a Christian streetwear brand; the idea is to make Christianity cool and not marginalized. Most of my projects under TOG have themes from church or the Bible.
NoteSphere: What was the first one called? And when you say you didn’t have the means, do you mean financially?
Jude Dontoh: The first ones were called “church shoes v1,” and nope, the issue was manufacturers.
NoteSphere: That’s actually a big issue, especially here in Africa. So how did you fix the manufacturer issue?
Jude Dontoh: I created my own company to make my ideas. Till now, everything made for TOG has been from Ghana.
NoteSphere: Ouuu, smart and innovative that. About your merch designs for these artists. When was the first time you knew this is something you could do?
Jude Dontoh: Thank you! That was when I did a collaboration with Showdemcamp and had a pop-up store in Lagos. That was my first big collaboration, and it propelled me into these spaces, to be honest. Since then, I’ve worked with Sony, Spotify, Wizkid, Jameson Irish Whiskey, and Lagos Polo Club.
NoteSphere: Yeah, I saw that on your page not long ago. These are all big names!
Jude Dontoh: Thank you. It was such an amazing experience. I remember memorizing the lyrics to Sean Paul’s “Temperature,” and Lauryn Hill? C’mon, man, that’s the GOAT.
NoteSphere: Thats a full circle moment right there, let’s go back to the shoes! Haha, what’s the big difference between the V2 and V1?
Jude Dontoh: The V1 was more of an experiment. I wanted to create a statement piece because I had never made shoes before. I put a red cross behind the shoe and minimal engraving of Tribe of God on the side. The idea was to highlight the significance of Jesus and his grace with the cross. The V2 is a more minimal version of the church shoe line, featuring “TRIBE OF GOD” written across the back of the sole in white. The idea is to create a black-and-white shoe for the brand that easily fits with every aspect of fashion while still highlighting that God is behind it all.
NoteSphere: Hmm, deep. Your reasons behind your projects seem to be personal, like religion here.
Jude Dontoh: Yeah, I grew up in a religious household. I found my faith quite early, and I’ve been trying to do my part in God’s kingdom since.
NoteSphere: Some people think religion and fashion can’t mix, but I see a lot of Christians still exploring fashion and style without boxing their minds. What do you think?
Jude Dontoh: Religion and fashion often mix well because both serve as forms of expression and identity. Fashion can showcase one’s beliefs, cultural heritage, and values, while religion influences styles, symbols, and colors associated with particular faiths. Many religions have specific garments that carry deep meaning, reinforcing community and a sense of belonging. This intersection allows individuals to express their spirituality in a visually impactful way.
NoteSphere: Are there any designers out there you feel resonate with you that embody this ethos?
Jude Dontoh: I can’t speak on a lot of other designers, to be fair. I haven’t had conversations with many of them, but there are some from Ghana that definitely feel the same way. Some that I know personally.
NoteSphere: Okay, can you give them a shoutout here?
Jude Dontoh: Kelvin Boakye, George Malm, Emmanuel Sam-Amoah.
NoteSphere: Did you grow up in Ghana, and when did you start dabbling in design?
Jude Dontoh: I did. I’ve been designing since 2013.
NoteSphere: Okay.
NoteSphere: Who are some designers or brands you would love to work with, and who do you admire?
Jude Dontoh: Nike, Puma, New Balance—I want to make sneakers.
NoteSphere: I would’ve. Guessed Fear of God?
Jude Dontoh: That’s tempting, for sure.
NoteSphere: If you had to choose one, though?
Jude Dontoh: Nike.
NoteSphere: I thought as much! Nike often collaborates with designers to reimagine classic designs, like the Air Max with Corteiz or the Shoe with Martine Rose. If given the chance, which Nike sneaker would you like to reimagine? Or would you prefer to create an entirely new variation?
Jude Dontoh: That’s a tough one. I’d love to work on the new Air Max TN or the Air Max Sunders.
NoteSphere: That would be fire! Are those your favorite Nike sneakers?
Jude Dontoh: This year, yes. But I’m such a sneakerhead that it wouldn’t feel right picking just one favorite.
NoteSphere: Fair enough! What about your top three?
Jude Dontoh: 1. Jordan 1’s because I grew up on them.
2. I was crazy about the Yeezy culture, especially the 700s.
3. Air Max 95.
NoteSphere: Oh, cool! You mentioned Yeezy—Kanye is also someone who’s very expressive with religion. Would you like to work with him?
Jude Dontoh: I would love to. Who wouldn’t?
NoteSphere: Haha, true! Is there any Ghanaian artist you’d love to collaborate with? You’ve already created merchandise for some big international artists.
Jude Dontoh: I’ve done quite a few already, like King Promise, Joey B, and many more.
NoteSphere: Oh, I’d love to see pictures—I didn’t know that!
Jude Dontoh: Let me find some. [Shares Instagram link] I did this for GuiltyBeatz, Mr. Hudson, and Twitch and some more i did for joey b.
NoteSphere: Fire! Yesterday, I think, was supposed to be Virgil Abloh’s 44th birthday. You know he had Ghanaian heritage, right?
Jude Dontoh: Of course.
NoteSphere: What do you think about the growing interest of young Africans in fashion, especially streetwear? Virgil was a huge influence on the scene.
Jude Dontoh: It’s a promising industry for sure. I believe Virgil, alongside other influential designers and brands, has inspired the continent. It’s beautiful to see how far we’ve come.
NoteSphere: True, man. Thanks for sharing your story here, bro. I’d love to see you out there more—fashion weeks and everything.
Jude Dontoh: Thank you, man. I’m trying my best; I’ll get there for sure.
