God Is Dope finds a niche among the 'cool' faithful

Sharod Simpson hopes to expand his apparel brand, God Is Dope, into music and movies, he said.

Story highlights

  • Sharod Simpson founded God Is Dope, an apparel line aimed at young Christians
  • Its mission is to generate faith-based awareness through fashion, entertainment and influence

Atlanta (CNN)When Sharod Simpson told a friend in the fashion industry he planned to start an apparel line called God Is Dope, he didn't get much support.

"He said that is the biggest mistake you will ever make," Simpson tells CNN. "He said there's no way you're going to survive with a name like that. But I just believed in it so much."
    Just a few years later, God Is Dope's shirts, hats and sportswear -- featuring "God Is Dope" and "Just God." in white or black letters against bold fabrics -- have caught the attention of entertainers and athletes. The concept is simple: to generate faith-based awareness through fashion, entertainment and influence.
    The brand says: "I believe in God in a cool way," says Kayla MaDonna, 27, at the firm's 2,300-square-foot warehouse in downtown Atlanta. "It's a conversation piece that is also aesthetically pleasing."
    Faith-based apparel is a rising market with robust competition. But customers say God Is Dope is different because it's an affordable brand that targets young buyers who would otherwise be hesitant to express their spiritually through clothing.
    London-based creative director Ant Haynes says it's "the simplicity of it. It doesn't push anything on you. It just says God Is Dope. That's it."

    'I need to take this seriously'

    Simpson created the brand concept in 2015, when he was 27. He designed a catchy logo, printed it on a shirt and wore it around town.
    Sharod Simpson founded God Is Dope.
    "If I saw 30 people throughout the day, at least 20 people would ask me where I got the shirt," Simpson says. "Nothing I ever wore got that type of reaction, so, I thought, I need to take this seriously."
    He cashed in his entire $25,000 in savings and ordered 5,000 shirts. Two weeks later, he admits, anxiety set in when 80 boxes arrived and flooded his small house in Atlanta.
    "I thought to myself, how am I going to sell all of these shirts?"
    He and five friends set up shop on college campuses, in store parking lots and near restaurants.
    "Anywhere with a crowd, we were there," Simpson says.
    Within a week, sales rocketed. With a healthy stream of revenue, he rented a billboard and plastered the company's logo on it. Its social media following swelled. A flagship store followed.

    Celebrity exposure

    Then, Reggie Wayne wore the shirt while catching a touchdown pass from Peyton Manning.

    Reggie Wayne catches touchdown pass from Peyton Manning while wearing God Is Dope.

    A post shared by GID Lifestyle (@godisdope.lifestyle) on

    And Derrick Rose bought a hoodie for his son.