Authored by: Edward Dutton

The Routledge Companion to Religion and Popular Culture

Print publication date:  March  2015
Online publication date:  March  2015

Print ISBN: 9780415638661
eBook ISBN: 9781315724478
Adobe ISBN: 9781317531067


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During my fieldwork with Evangelical Christian students at British universities, how the students dressed was one of their most salient points of differentiation. Occasionally, such as during their annual “Mission Week” (a highly organized effort to evangelize on campus) they chose to use their clothes to conspicuously advertise both their Christian identity and their ongoing Evangelical activities. They did this by wearing specially produced “hoodies” which included the Mission’s name, a Bible quote and other relevant information. However, most of the time, the use of fashion to foster an Evangelical Christian sub-culture was somewhat subtler. Some Christians would wear bracelets advertising their faith, such as the well-known “WWJD” (“What Would Jesus Do?”) wristband, “FROG” (“Fully Reliant On God”), or simply “JESUS.” But, in most cases, members of the Christian Union, and particularly the females, would dress in a manner that was subtly different from that which constituted mainstream student fashion during my fieldwork period of 2002 to 2005 (see Dutton 2008).

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