Christian-Themed Apparel Sees Popularity Surge

CHICAGO, May 5, 2005 — -- Sales of clothing with Christian themes and imagery are booming, as evangelical Christians extend their faith to all corners of American life. These days, believers can wear their faith on their sleeves, their heads and even their feet.

"Religion and fashion are really becoming a big trend right now," said Jane Buckingham, president of The Intelligence Group, a research and trend analysis service.

Like many trends, it seems to have started in Hollywood.

The California clothing company Teenage Millionaire hit it big with shirts and hats featuring the slogan "Jesus Is My Homeboy," after fashion-forward celebrities were spotted brandishing the message.

"What better icon than Jesus?" said Doug Williams, Teenage Millionaire's creative director and co-owner. "We also do Jesus on a thermal [shirt], which is pretty cool."

The company has sold more than a million of the shirts in the last three years. They have since followed up with "Mary Is My Homegirl" merchandise.

"I think there is less fear for people to wear religious icon T-shirts now," said Williams. "And it did start with fashion, as flimsy as that is, and it went to the masses."

Sales of religious-themed apparel have taken off. In the last year alone, Christian booksellers sold $84 million worth of clothing and accessories -- not including all the religious gear sold at concerts, festivals and in non-Christian stores.

"After Sept. 11, everyone felt afraid," said Buckingham. "And religion is something that makes you feel, 'Even if the world is going crazy, there is something I can have faith in.' "

But the popularity of religious fashion has some concerned. They say reducing faith to a slogan on a shirt is far too simplistic and cheapens the message.

"The moment you make something fashionable, 10 seconds later it's not fashionable," said Don Miller, who writes about Christian culture. "So, is Christianity going to be thrown out as something that's unfashionable?"