Brought up both in the suburbs of Los Angeles and on a Navajo reservation in New Mexico, John Feodorov early experienced the cultural differences between his dual heritages. He also observed the stereotypes present in American culture at large, where Native Americans were idealized as the living embodiment of spirituality by New Age consumerists. His work addresses this clichéd modern archetype through a humorous interjection of “sacred” items into recognizable consumer products.