OMG: Authenticity, Parody, and Evangelical Christian Fashion

Abstract

This article analyzes the relationship between religion and fashion through an examination of evangelical t-shirts. It demonstrates how Christian companies attempt to authenticate their t-shirt apparel through origin stories, text and graphics, and model styling. However, this authentication process does not go uncontested. For example, the t-shirts and tanks created by Heart OMG resemble “authentic” evangelical tees in some ways, but not in others, which has caused some to question the company’s products and motives. The article turns to the concept of parody to help illuminate Heart OMG’s status. Companies such as Amazing Atheist Tees and Reasonist Products parody evangelical tees to criticize religion and make their own atheist views known. Other parodies of evangelicalism attempt to construct a sense of “cool” and transgression through their garments. Examining parody and these various spin-offs of the evangelical t-shirt highlights the influence of religion in fashion, as well as the enduring power and contested character of authenticity.