Photo by Heather Middleton
By Joel Hall
As parents in a Christian household, Virgil and Dawnne Amey said they have found that world views often compete with their views, particularly in the realm of clothing options for their four children. Recently, the Lake Spivey couple decided to open Nevr2Late Christian Apparel, a store meant to offer stylish, alternative fashions for Christ-minded individuals.
The new store, located at 1065 Olde Towne Morrow Road, Suite 4000 in Morrow, began its operations on March 1. In addition to offering a variety of casual and dressy clothes for men, women, teens and children, the store sells a number of Christian charms, bracelets, dog tags, and toys for boys and girls.
"Primarily, it was a prayer answered," said Dawnne Amey, speaking of the store's creation. "We have two, 15-year-old twins that are very fashion conscious. We were noticing a trend in fashion that really went against our core values. There are a lot of skulls thrown on things and a lot of messages that were really disturbing. The idea of the store was to find some things that would keep them in their look, but would make us comfortable."
The clothing sizes at the store range from 3T (3-year-old toddler) to XXXL for men and women, according to Dawnne Amey. Fashions at this time include hooded sweat shirts, long-sleeve and short-sleeve, button-down shirts, and T-shirts -- all featuring faith-based messaging or scriptural content, she said.
The store also carries a variety of parody T-shirts, integrating pop-culture references such as Facebook, Twitter, the Twilight Saga, and Guitar Hero, but using a Christian approach. Examples are T-shirts with the lettering, "Faithbook," "God is My Hero," or "Ourapostle," as opposed to the popular clothing brand, Aeropostale.
Virgil Amey, a physical education teacher at the Elite Scholars Academy in Jonesboro, said the clothing is meant to resonate with Christians from all walks of life.
"We have shirts that are casual, we have some that are dressy," he said. "It does have a pop appeal, an urban appeal, and a cross-generational appeal. The message is that we have something for everybody. You can be cool and you can be down with the gospel. Right now the world shapes our identity. We think it's time for Christians to shape their identity and not let the world do it for us."
In addition to clothing items, the store offers a selection of "God's Girlz" dolls and a number of items from "Cherished Jewelry," a line of faith-based jewelry for teens. There are also more masculine toys and trinkets, such as dog tags with scriptural references and monster trucks with religious decals.
Dawnne Amey said the store has been popular among members of Hope Church in Morrow, the church her family attends. She said several local, Christian rock bands have come to the store for merchandise as well.
"Now that we have created it and it is here, the overwhelming response has been very positive," she said.
While the store is presently 460 square feet in size, Virgil Amey said he would like to expand the store or open new stores if this one becomes popular. He believes other Christians will be attracted to the idea of expressing their faith through clothing.
"What better way to spread the faith than to wear some kind of clothing that can spark a conversation about the gospel," he said. "The gospel doesn't have to come from the pulpit. It can come from your walk, your talk, or your clothing."
The store can be reached at (678) 422-1020.