Kanye West dropped new merch to coincide with his Sunday Service performance at Coachella this weekend. And while the pieces mostly caught attention for their evangelical-style slogans such as “Trust God” and “Jesus Walks,” we found ourselves focusing on two aspects in particular: the font used throughout and their not insignificant price point.

While we're not exactly sure what the font is called—or whether it is technically a typeface or rather drawn by hand—we do know that West, Bravado, and Team YEEZY teamed up with Cactus Plant Flea Market to design it, which explains why it looks so similar to that on Kid Cudi's Coachella merch.

See Cudi's below:

Now take a closer look at West's:

With its rushing trails, it almost recalls the Jokerman font, a Comic Sans-level typeface usually reserved for childcare centers or perhaps your local church newsletter (maybe that was the inspiration all along). But West's merch font isn't as elementary school-looking as Jokerman; there are no swirls, circles, or other cartoon-like elements that would make it unusable to a serious brand, Balenciaga aside.

You could say West's new font of choice leans toward the motocross-style looks seen on previous G.O.O.D. Music drops (see: Teyana Taylor), thanks to those speed lines erupting from the left side of each letter. “A super-fast electric motorcycle from a manga-like next millennium” was, after all, the inspiration behind the Mads Rydahl-created Planet Kosmos font West employed across his YEEZY Season 4 “Calabasas” invite merch.

West has always paid attention to fonts — and the rest of streetwear (and the high street) has taken note. Remember how ubiquitous gothic/old English typefaces became after West emblazoned one on his Cali Thornhill DeWitt-designed The Life of Pablo merch?  Elsewhere, the neon copy on Wyoming drops and the disjointed text on his Cudi collab, Kids See Ghosts showed that the artist took his typeface seriously. While his Coachella merch has solidified the fact that unique fonts are part of West's design aesthetic.

And why should we be surprised? West himself declared his love of fonts back in 2010 with the now-iconic tweet: “sometimes I get emotional over fonts.”

What's more, he's long cited the late Apple founder Steve Jobs — the first person to give us a real, wide choice of fonts on the computer — as one of his biggest inspirations.

When West's Coachella merch dropped, however, it wasn't the font that had fans flocking to Twitter — many were complaining about its high price tag, assuming that like West’s previous Life of Pablo and Wyoming drops, it was printed on Gildan. However, according to merch company Bravado, his church merch is actually printed on YEEZY apparel, which helps to explain the price.

What's more, the merch is actually cheaper than getting plain YEEZY apparel. West's tie-dyed Coachella sweatshirt will set you back $225 (while the white colorway goes for $165), but the original unadorned version retailed for around $340, so perhaps the Sunday Service merch isn't such a bad deal after all.

We Recommend
  • Image on Highsnobiety
    The 11 Best Sneaker Apps to Stay on Top of Every Drop in 2023
    • Sneakers
  • Image on Highsnobiety
    Hip-Hop Producers Every Highsnobiety Reader Should Know About
    • Street Style
  • Travis Scott performs at Astroworld Festival
    Yeah... Travis Scott's Discography is Pretty Damn Impressive
    • Culture
  • Image on Highsnobiety
    The Best Fashion Documentaries Every Highsnobiety Reader Should Watch
    • Style
  • Image on Highsnobiety
    Inside Kanye's Secret YEEZY SEASON 10 Show
    • Style
  • Image on Highsnobiety
What To Read Next
  • Photographer
    Enter Blitz Club With Stone Island And Highsnobiety
    • Style
    • sponsored
  • UNIQLO & White Mountaineering's Fall/Winter 2023 fleece & down jacket collaboration
    Can You Perfect the Fleece? UNIQLO & White Mountaineering Think So
    • Style
  • Taylor Swift seen at Travis Kelce's Kansas City Chiefs football game wearing New Balance 550 sneakers
    Taylor Swift Wore the Taylor Swift of Shoes
    • Sneakers
  • carhartt wip denim jeans jackets
    Carhartt WIP's In a Denim Wonderland
    • Style
  • ugg
    From UGG-ly to UGG-xcellence: A Timeline of the UGG Boot
    • Culture
  • Jordan Brand Holiday 2023
    Every Sneaker From Jordan's Retro Holiday Capsule
    • Sneakers
*If you submitted your e-mail address and placed an order, we may use your e-mail address to inform you regularly about similar products without prior explicit consent. You can object to the use of your e-mail address for this purpose at any time without incurring any costs other than the transmission costs according to the basic tariffs. Each newsletter contains an unsubscribe link. Alternatively, you can object to receiving the newsletter at any time by sending an e-mail to info@highsnobiety.com

Web Accessibility Statement

Titelmedia (Highsnobiety), is committed to facilitating and improving the accessibility and usability of its Website, www.highsnobiety.com. Titelmedia strives to ensure that its Website services and content are accessible to persons with disabilities including users of screen reader technology. To accomplish this, Titelmedia has engaged UsableNet Inc, a leading web accessibility consultant to help test, remediate and maintain our Website in-line with the Web Content Accessibility Guidelines (WCAG), which also bring the Website into conformance with the Americans with Disabilities Act of 1990.


Please be aware that our efforts to maintain accessibility and usability are ongoing. While we strive to make the Website as accessible as possible some issues can be encountered by different assistive technology as the range of assistive technology is wide and varied.

Contact Us

If, at any time, you have specific questions or concerns about the accessibility of any particular webpage on this Website, please contact us at accessibility@highsnobiety.com, +49 (0)30 235 908 500. If you do encounter an accessibility issue, please be sure to specify the web page and nature of the issue in your email and/or phone call, and we will make all reasonable efforts to make that page or the information contained therein accessible for you.