Talking with the two dudes behind niche Internet brand Praying, which seems to delight in inciting internet trolls with minor controversy. sangeetaskurtz reports
that accompany most of the founders’ interviews. People are sometimes surprised to find that Praying is made by two 30-year-old “white guys with laptops,” Haddad says sheepishly. “We get hella DMs that are like, ‘Bestie, when are you going to drop this, girly?’” adds Skylar Newman, Praying’s co-founder.I meet Newman and Haddad at the citizenM hotel on the Bowery, where they hand me a smallin glittery, bedazzled sticker motifs.
Newman grins at the memory. He’s the smaller and shyer of the two, with a reddish beard that clashes with the knock-off pink Vetements shirt he just bought on Canal Street. He’s sipping a giant Heineken and shrugs off questions about his wealth of practical business and marketing experience, a background that includes top roles at e-commerce and marketing start-ups, advertisement for brands like Asics, and marketing for dating sites like Adult FriendFinder.
“If you searched ‘I want to fuck somebody’ on Google, my ads would come up,” he says, adding that his experience directly informed Praying’s web-design and marketing strategy. “I’ve made a bunch of dumb-ass shit.” A 2019 gig making merch for Netflix gave him the production experience and connections to help launch Praying with Haddad, his best friend of the past decade.
They both “fucking hated” their religious inculcation, thought it was “mad boring,” and “couldn’t tell you anything” they’d learned. But while Newman no longer believes in God, Haddad, after falling off in college, says he’s now a practicing Catholic, though he doesn’t go to church. “I pray … it’s kind of just a personal thing,” he says, vaguely. “I don’t know. It’s weird. I think I believe in God.” He rhapsodizes for a while on the absurdity of Catholicism — “The Eucharist, you’re eating a fucking cracker from Walmart, but you’re literally supposed to be eating the body of God.” — and speculates on the existence of a higher power .
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