For many young Jewish Americans, feeling disconnected from the traditions of their religion has a way of manifesting into a very familiar self-view — that of a bad Jew.

So when the Jim Joseph Foundation challenged us to reconnect with the 40% of young Jews who had quietly drifted away, one insight stood out: thinking you're a bad Jew is itself a deeply Jewish experience. We turned that feeling into a movement. Bad Jew Mafia was an underground street-style merch brand that celebrated untethered Jews connecting with their culture on their own terms. We activated the brand through street posters and lo-fi influencer unboxing drops while offering the merch through an online store, with all proceeds going to United 24 in support of Ukraine.