When it comes to brand awareness, it’s hard to top Jesus. And nobody owns the trademark.
Richmonders Jammie Chasteen and Ashley Wiber have built a growing apparel company that combines modern style with Christian quotes and imagery, and they’re trying to snag a piece of a $4.5 billion industry for Christian apparel.
The pals launched Jesus Couture in September 2009, selling T-shirts to their church. They’ve grown to an online store and added a retail store, and they hope to be in local malls soon.
“There’s more to our lives than just clothes. We’re fashion with a purpose,” said Chasteen, 29.
Jesus Couture carries women’s jewelry, clothes, tote bags, handbags that are trendy but have a Christian theme.
Much of the clothing carries references to Jesus, such as, “Team Jesus,” and “Viva La Jesus.”
“I believe that this can be in the normal world of fashion,” Chasteen said, adding that a lot of the clothing in the Christian marketplace is frumpy and doesn’t appeal to a mass audience.
The twosome met in 2008, when Chasteen was working as a wedding coordinator. One of those weddings was Wiber’s.
They began throwing around ideas for combining their passions for Christianity and fashion and decided to start designing shirts.
“My pastor asked me to design shirts for the church and the idea just came to me,” Chasteen said.
Wiber, 26, was working at Posh Tots as a sales associate and came on full time when they started designing shirts for their church, the Richmond Outreach Center.
“It was basic graphics. We would buy shirts and have the name printed on them,” Chasteen said.
After a couple of months of selling their T-shirts to the church, they launched the online store in late 2009 and within a few months opened a store within their church.
Most of the business is coming from that store inside the Richmond Outreach Center, which also houses a café and a coin laundry.
“We average over $5,000 a month,” Chasteen said.
The clothes are casual style – such as hooded sweatshirts – and often include “JC” for Jesus Christ.
For the most part, Chasteen said she’s seen a positive response but noted that she gets the occasional person who isn’t a fan of a Christian-themed clothing line.
“I had a person tell me they can’t believe I charge for Jesus clothes.
“Come on. Everyone has to buy clothes.”
Jesus Couture is now in C28, a Christian retail chain at Short Pump Town Center.
Nick Davis, a manager at C28, said that his shop started carrying Jesus Couture about a month ago and that the line is doing well.
“It’s a good alternative for people who enjoy Forever 21. It’s been successful,” Davis said.
“January and February are slow months for retail, but the response has been good. Girls that come in seem to like the clothes.”
Chasteen plans to add lines for men and children in the summer and is optimistic about opening a second local retail store.
“Within the next year, we’ll be in a mall.”
Amy David is a BizSense reporter. Please send news tips to Amy@richmondbizsense.com.
I love the Jesus Couture line!!
Religious items are a great way to screw the believers. Can the believers tell me if all good comes by the grace of GOD, then what good and what reason is the earthquake in Japan?
Al take your hate elsewhere. This isn’t about something you refuse to understand, it’s about a business venture.
Best of luck to you ladies!
Al,
Join me for church Sunday?
What people who don’t necessarily agree with our approach to Christian clothing don’t get, is that there are so many different types of people–teen girls, partiers, people in the fashion industry, etc.–who would NEVER hear of the name of Jesus if it weren’t for our clothes. The Bible says to be all things to all men, that we might save some, and that is exactly what JC is doing!
I am so excited to see where God will take Jesus Couture in the future!