‘It’s Not a Dye House, It’s a Dye Home’: Meet Micah John, the one-man show behind Zeal Clothing Co.
Photography by Ryan “Fivish” Cass
Zeal Clothing Co. founder Micah John
From collaborating with brands like Mountain Dew, earning Instagram shout-outs from Shai Gilgeous-Alexander and having artists such as Chandler Moore wearing full Zeal outfits on tour, Micah John has amassed a staunch and growing following in Oklahoma and beyond.
John launched Zeal Clothing Co. in 2017, finally realizing a dream he’s had since childhood. “It was accepted really well,” says John. “My initial designs started more experimental, making what I could with limited resources.” The intentionality behind John’s designs struck a chord with the local fashion community, and began to gain attention from larger audiences.
In 2019, John was working at 1032 Space in Oklahoma City when the store received a call from a Mountain Dew representative wanting to partner on an upcoming campaign called “Dew Time Off.” This phone call resulted in a Zeal x Mountain Dew collaboration and a video shoot with Russell Westbrook, who took John’s place at the shop for the day to give him “due time off” to focus on his clothing brand, Zeal.
When the COVID-19 pandemic hit in 2020, a weekend back in his hometown of Hillsboro, Missouri, turned into an extended two-month stay. Having this space proved to be significant for the trajectory of the brand, because it was during this window that
John created three collections that have rolled out since, plus even more yet to be released. These unforeseen life circumstances resulted in John eventually relocating to Tulsa to focus on Zeal full-time. It was the push he needed to finally make the jump.
In 2021, an email from Rolling Stone found itself in the Zeal inbox, requesting product for an upcoming photoshoot. Out of all of the racks filled with pieces curated by the magazine’s team of stylists, rapper Isaiah Rashad had picked one of Zeal’s latest hoodies to wear in his video trailer of “The House Is Burning Experience” that came out in August of 2021.
Even though Zeal pieces have been worn by a strong cast of fashion characters, John is still most inspired by the emails or direct messages from those who have a connection to his pieces in a meaningful way. “It could be anyone from a 13- or 30-year-old reaching out to tell me to keep going that really amps me up.”
Parts of the Process
“Design is just color, shape and space,” John says. “Color is one of my favorite ways to experiment with design. Most of the time earth tones describe neutral colors, but the earth is very colorful. I have found a color palette that is inspired by nature, and see these as ‘earth tones.’”
Many of the Zeal gradient dyes are named “Oklahoma sunsets.” Hand-dyed by John in his backyard, they’re the results of a process he has developed that is hard to replicate.
And even though there are elements of text and shape incorporated throughout his collections, he emphasizes how blank garments can still connect with people through the coloring: “You don’t always need text or shape to convey a strong message.”
Durability is also a design factor. John says, “Recently I was at a thrift store and saw a hoodie that had a glitter print that you could tell had aged over time and looked so cool. Many brands purposely distress pieces to recreate that kind of age and wear in their new designs, but I want to focus on creating pieces that are of high quality so it will last over the next 30 years.”
These elements have become core to the brand identity of Zeal. The purpose behind each capsule collection remains relevant regardless of what may or may not be trending at the moment. “Tie dye has been in and out of style, and certain colors too.”
Staying true to the integrity of the brand also results in the pieces resonating with those who are drawn to the designs naturally.
“We are all just putting out by-products of who we are,” he says.
After a surge of growth, releasing collections almost every month in 2022, John took a step back in 2023 to navigate the wave of creative burnout that was bound to come with this level of output.
“I want to keep doing some aspect of clothing, photography and collaborations forever,” he says. “This has been my dream since I was a kid, so it was difficult to take a break.”
John has been making his return based on authentic inspiration and creative conviction, releasing his most recent collection titled “Shadow Chapel” in April of 2024. By taking time to relieve the pressure to constantly be producing creative work, he has gained renewed clarity to keep pushing Zeal forward. Only this time, he’s moving according to a timeline that is sustainable for both him and the brand in the long run.
“I’m still staining my hands with dye, sewing on tags and screen printing in the garage,” John says. Being a one-man show, he pours himself into each aspect of every design, and that energy comes through to the buyer.
As John would say, “When you’re Zeal, you’re family.” Be on the lookout for more exciting collaborations and new collections coming soon. •
To follow John’s journey through Zeal, follow him on Instagram @zealclothing.co or shop online at zealclothing.co.