Most would agree that what people wear can speak volumes about who they are, and a Christian clothing store is taking that assumption literally.
The store is called C28, which stands for Colossians 2:8 --a Bible verse that talks about being not of this world, but instead about Jesus. So far, the retail chain has opened 11 locations in California, Virginia and Florida.
Josh Tiller, 24, is co-owner of the Virginia Beach, Va., store which opened last October.
The clothing is similar to something you might find in a store that caters to skate boarders, but this clothing has a Christian theme.
Items in the shop promote the message "NOTW" or "Not of this World," and it's on everything from colorful T-shirts to purses and key chains.
Tiller adds that they actually use their clothing to share the gospel.
"I'll draw them straight to this shirt and I"ll ask them if they know who is on the tree and 9 times out of 10 even the unbeliever knows that [it's) Jesus," he said. "I'll ask them...why did jesus die on the tree, and a lot of times they'll say [they] don't know."
"I flip [the shirt] over on the back," Tiller continued, "and say... the reason is because He first loved us and He loves you and He loves me."
Tiller says many times people come to Christ right in the store.
"We've already seen 65 people pray to receive Christ since we opened up in May in Richmond and all glory goes to God."
Prayer also happened on a regular basis at C28 stores.
"It was a great feeling to have someone pray for you while you're shopping," one customer said. "It's pretty cool."
*Originally aired March 6, 2009