“Yeah, I've finally started my own clothing line instead of tweeting about it all day whilst lying in bed eating coco pops with no milk and playing Kali Uchis.” Emay announced on his blog.

Jehu-Cal started out as an experiment. Emay made a t-shirt using one of his own designs, and put it up for sale online. He then received positive reviews and put out more clothing items.

Before settling on his brand name, Emay had a few other names in mind but ultimately decided he wanted to turn something he was bullied for into a success - and so Jehu-Cal was reborn.