Youth turn to faith-brand T-shirts

WASHINGTON (UPI) -- Christian merchandisers are pushing T-shirts bearing religious slogans and Christian imagery -- products edging their way into mainstream U.S. culture.

In-your-face bold T-shirts bearing slogans such as "My God can kick your God's butt" are part of a brand-intense version of Christianity, said James Twitchell, a professor of English and advertising at the University of Florida, Gainesville.

It is a demonstration of "I'm a true believer," rather than statements focused on denominations, Twitchell told the Christian Science Monitor Wednesday.

Some T-shirts appear to be an extension of the WWJD bracelets of the 1990s -- which stands for "What Would Jesus Do?" -- with alternative versions of popular brand names, such as "Abreadcrumb & Fish," "G.A.P" for God Answers Prayers, and "Got Jesus?"

But some other messages, the Monitor said, appear to strive for greater shock value, such as a T-shirt by Arkansas-based company Kerusso that features Jesus on the cross with the words "Rebel with a cross."

"That graphic nature is just to show you how profound (Jesus') gift was," said Lorri Carter, product-development director at the company whose tagline is "You have the faith. Get the gear."


Copyright 2005 by United Press International.