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CHRISTIAN MARKETING

Churches Turn To Clothes To Spread Message

Shirt Makers Serious About Making Disciples

POSTED: 11:32 am EDT July 2, 2009
UPDATED: 8:11 am EDT July 7, 2009

Glenn Stringer, who serves as a deacon in his church, was intent on finding a way for people to tell others about the greatness of God.

So he started an apparel line.

"Covenant Army is a ministry first and clothing line second," says Stringer, co-founder and CEO of the religious street-wear apparel line. "It is an evangelism tool that helps strengthen the believers' witness and promotes the gospel of Jesus Christ. We create subtle but bold pieces that let the world know who we represent and stand for."

Covenant Army, based in South Euclid, Ohio, includes hooded sweatshirts, T-shirts, polo shirts, thermal shirts and tennis shoes that range from $20 to $200.

Stringer says the company's logo, a shield along with "CA" or the company's name, makes it clear to onlookers that the individual is part of the "Army of God."

"Covenant Army is, first and foremost, a youth ministry targeted at teens and young adults to show our youth (and) that you can be a Christian and still have fun and be considered cool," he said. "We are a fresh, quality line with (swagger) who are serious about Jesus and making disciples."

Other apparel that comes in bright colors such as orange, turquoise and purple has slogans such as "Young, Flashy and Saved" and "Drafted By God" and "Soldier."

"I want to inspire our youth to be successful and keep God first in all that they do," he says.

Stringer's apparel grabbed the attention of Ardale Patrick, 27, of Bedford Heights, Ohio, who believes that Christians do not always have to wear a suit.

He says Covenant Army allows young people to have a confidence about being a Christian along with "still having that swagger."

"As Christians, we can wear T-shirts and jeans and a pair of kicks (tennis shoes) and still represent the King," says Patrick, who is a Gospel rapper and uses the name DLiv.

Christians Making Bold Statements

The four-year old apparel company has been "growing at the rate that God has intended for it to grow. Everything is happening in God's timing," says Stringer.

He attributes his success to more people "trying to make statements with the way they dress."

According to the Association for Christian Retail, marketing items to Christians is a $4.63 billion market. Additionally, Research and Market finds that 77 percent of Americans identify themselves as Christians.

Testifying T-shirts

Tameaka Reid, the pastoral administrator at Lee Memorial AME Church in Cleveland says wearing Christian apparel is like giving a testimonial.

In fact, she says the perfect T-shirt to express her faith would say "God's Property."

"People choose to wear logos (or) catchy spiritual slogans in order to express beliefs and perhaps encourage others without ever having a conversation," says Reid."It's a form of expression and a means to identify with other believers."

Lewis Macklin II, pastor of Holy Trinity Missionary Baptist Church in Youngstown, Ohio, sees Christian apparel fashions increasing among the youth who attend his church and others.

"In lieu of uncomfortable garments, neck ties, suits, itchy pantyhose and heels, many are opting for something that is an alternative," he says.

He adds that he also wears Christian T-shirts with messages such as "Know God, Know Peace, No God, No Peace."

Christian Artwork On Tees

Because the testimonial on a person's T-shirt is often unique and personal, VirtuousPlanet.com provides a way for people to express that individuality.

Rachel Crile, the vice president of the company, said Virtuous Planet is the only Christian-based Web site to offer personalized Christian gear. She says users do not have to worry about seeing immoral merchandise alongside Christian items.

Like other online stores, the Web site offers services that allow users to upload their personal artwork for apparel or other items such as hats and buttons.

"Many Christians want their clothes to say something about themselves and their relationship to Jesus Christ," Crile says. "If people cannot find a shirt that they like, they can join and make their own, something that is unique for them."

She says the variety keeps Christians coming back.

Some of the slogans on the Web site include: "Forever Rely On God," "Celebrate The Lord" and "Jesus Is The Rock On Which I Stand."

"People are used to seeing the standard Christian T-shirts in the bookstores, so they are always excited to see 2-plus million Christian products for the first time," Crile says.

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