Pop Theology - It's the New Oatbran!

Nothing fades faster than a fad.

In-your-face bold.

That's the hope of T-shirtmakers and retailers pushing edgier - some would say offensive - graphics and slogans such as "My God can kick your God's butt."

Observers call the shirts part of a sometimes deft, sometimes clumsy, possibly lawsuit-bound move to tap into youth culture and ride what many see as a society increasingly warm to Christian conservatism.

"It is this particularly brand-intense version of Christianity," says James Twitchell, a professor of English and advertising at the University of Florida, Gainesville. The T-shirt push does not come from denominational religions, he says, but from the bottom up. "It is this demonstration of 'I'm a true believer.' "

In chasing brand-aware youths, some shirtmakers simply bend popular slogans - Abreadcrumb & Fish, G.A.P (for God Answers Prayers), Got Jesus?

"It is this particularly brand-intense version of Christianity... It is this demonstration of 'I'm a true believer.'" Oh, please.

Exploiting Jesus in the free market. No shame.

This is just the push that the religious right needs to jump the shark.