Extreme Christian Clothing store targets youth

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LAWRENCE, Kan. (AP) -- Walk into Lori Devins' downtown shop and it's clear this isn't a typical Christian retail store. First of all, Extreme Christian Clothing features T-shirts. Then, there are the shirts' in-your-face messages.

Along with ones saying "Got Jesus?" and "Fear God" are shirts declaring, "Satan Sucks," "My God can kick your god's butt," and "To Hell with the Devil."

"Our shirts are a little extreme, but I think God is spreading the word and having the youngsters shout out their faith," Miss Devins said. "I think teenagers want to evoke a response."

For the most part, religious retailers focus on books and Bibles; apparel is a small part of sales. Miss Devins turned around that concept with edgy T-shirts and is finding a niche market here and at a similar store she owns in Topeka.

"There aren't too many stores that are breaking out like hers that are focusing on clothing and apparel with the shock value," said Pete Wagg, owner of Never Say Die in Fernley, Nev., which designs religious T-shirts, including one with a skull and "Never Say Die."

"A store like Lori's is unique in that it's geared for youth and geared with such a strong message," said Mr. Wagg, who sells to Miss Devins.

Overall, religious retailing is a growth business in the United States. CBA International, the trade association for Christian bookstores and retailers, reported sales by member suppliers at $4.2 billion in 2002. A CBA sampling of retail Christian stores showed 57 percent of sales in 2002 were Bibles and books, while apparel accounted for 2 percent of sales.

Strongly worded religious apparel is a growing trend, said Catherine Stellin, vice president of the Intelligence Group in Los Angeles, which forecasts trends. She said Miss Devins "is ahead of the curve" with her stores.

Teens and those in their early 20s see consumerism as a way to express convictions, she said.

"There is a little bit of shock value to this because this is a generation that feels very strong in their convictions," Miss Stellin said. "So if they believe in something, they are going to shout it out. Subtlety is not their strong point."