16–TwentyFour was founded by Benjamin Joel in the summer of 2026. Originally launched as Benjamin Joel Merch (in September 2025), the brand was created with a simple mission: to make Christian clothing more affordable and accessible after Benjamin himself felt discouraged by the high prices often seen in Christian apparel.

As time went on, Benjamin felt called by God to grow the brand into something bigger and shift the focus away from himself and onto Jesus. This led to the creation of 16–TwentyFour — inspired by one of Benjamin’s favourite Bible verses, Matthew 16:24.

Alongside the brand, Benjamin Joel is also a Christian music artist and social media content creator.