God is Dope: Fashion for God-fearing youth, chapter and verse

Culture often plays a role in the creative process of fashion. Religion was once a determining factor in the modes of dress we adopted, but in a largely secular fashion world this has faded.

Now there's Dope Christian Couture, a new player in the fashion business in South Africa.

The label is based in Johannesburg and focuses on marketing its clothing to the Christian community.

The brand is modern apparel for Christian believers and anyone who is proud to be part of the religion. The style is ''skater casual" and uses both Bible verses and cute modern proclamations to convey a message of faith.

The hip skater style is associated with youth and an easygoing, almost rebellious, hip-hop lifestyle, yet the slogans negate the first impressions made by the clothes.

The style also reflects the slack attitude sometimes associated with skateboarding and the comfortable gear - big T-shirts, oversized sweaters and fitted caps - that skateboarders wear for easy movement.

Dope Christian Couture makes the same skater styles from sweaters to T-shirts and accessories.

They position themselves as the top retail online-store servicing this particular market.

Owner and founder of the brand Khanyisile Phetoane said the brand aimed to show God off "with swag", and to reflect the attitudes of young, hip Christians.

She started the brand when she saw a gap in the market for cool clothes that religious parents wouldn't mind their children wearing.

''I hope to teach and inspire people by using popular verses from the Bible and, at the same time, allow kids to show off God, without the expected conservatism."

The shirts, hoodies and track tops say things like ''Keep calm and read a Psalm", ''Jesus is my Homeboy" and ''Christian Diva".

Phetoane said she is doing very well, delivering items ordered on her site all over the country. She said she doesn't mind using Jesus and God as a marketing tool: ''God is dope because he's the creator of everything. He gives us wisdom."

• Order online at http://dopechristiancouture.weebly.com