Is Altar’D State A Christian Company? Examining The Brand’S Faith-Based Origins And Evolution

With its feminine boho-chic styles and floral motifs, the women’s clothing brand Altar’d State has gained a devoted following across the United States. Some shoppers have wondered if the company has connections to the Christian faith, given its name and aesthetic. The truth is a bit more complex.

If you’re short on time, here’s a quick answer: Altar’d State was founded as a faith-based business, but has downplayed the religious elements as it expanded while retaining some of its Christian roots.

Altar’d State’s Beginnings as a Christian Retailer

Altar’d State, a popular retail brand known for its trendy clothing and accessories, has its roots deeply embedded in Christian faith. Founded in 2009 by devout entrepreneurs, Brian Mason and Aaron Walters, the company’s origins reflect a strong commitment to Christian values and principles.

Founded in 2009 by devout entrepreneurs

From the very beginning, Altar’d State was founded with a clear vision in mind – to create a company that could make a positive impact on the lives of others while staying true to its Christian values.

Brian Mason and Aaron Walters, both deeply rooted in their faith, saw an opportunity to merge their entrepreneurial spirit with their desire to make a difference in the world.

The founders’ shared belief in the power of giving back and helping those in need became the cornerstone of Altar’d State’s mission. Their dedication to philanthropy and social responsibility has shaped the company’s culture and influenced its growth over the years.

Original mission to serve Christian women

Altar’d State’s original mission was to create a space where Christian women could find fashionable clothing that aligned with their faith. The founders recognized a gap in the market and sought to fill it by offering trendy and stylish clothing options that reflected their customers’ values.

Altar’d State quickly gained a loyal following among Christian women who appreciated the brand’s commitment to modesty, quality, and style. The company’s dedication to providing a positive and uplifting shopping experience resonated with customers, creating a strong sense of community and loyalty.

Inspirational slogans and faith-based products

One of the ways Altar’d State showcases its Christian roots is through its inspirational slogans and faith-based products. The brand’s clothing and accessories often feature uplifting messages, Bible verses, and symbols of faith.

Altar’d State’s commitment to spreading positivity and encouragement extends beyond its product offerings. The company actively engages in charitable initiatives and partners with various organizations to support causes such as child sponsorship, fighting human trafficking, and providing clean water to communities in need.

Furthermore, Altar’d State’s website and social media platforms serve as platforms to share inspirational content and stories that align with its Christian values. By doing so, the brand aims to inspire and uplift its customers, creating a unique shopping experience that goes beyond just fashion.

Scaling Back Explicit Religious Messaging

As Altar’d State expanded its presence in malls across the country, the demand for a broader appeal became evident. The brand recognized the need to cater to a diverse customer base and decided to scale back on explicit religious messaging.

This strategic move allowed the company to reach a wider audience and attract customers who may not identify as Christian.

Expansion to malls demanded broader appeal

Altar’d State’s initial success was largely due to its strong Christian identity and values. However, as the brand ventured into malls, it faced the challenge of appealing to a larger demographic with varying beliefs and backgrounds.

The company realized that in order to thrive in this new environment, it needed to create a more inclusive and welcoming atmosphere that resonated with all customers, regardless of their faith.

To achieve this, Altar’d State made a conscious effort to shift away from overt Christian branding and messaging. While they still maintain their faith-based principles, they have adopted a more subtle approach that allows customers to interpret the brand’s values in their own way.

Shift away from overt Christian branding

Altar’d State’s decision to scale back on explicit religious messaging was driven by their desire to create a more inclusive shopping experience. By toning down the overt Christian branding, the company aims to make customers of all faiths and backgrounds feel welcome in their stores.

This shift does not mean that Altar’d State has abandoned its Christian roots. On the contrary, the company still incorporates faith-based elements into their products and store environment. However, these elements are now presented in a more subtle and nuanced manner, allowing customers to appreciate the brand’s values without feeling overwhelmed by religious symbolism.

More focus on fashion than faith

While Altar’d State’s origins are deeply rooted in Christian faith, the brand has evolved over time to place a greater emphasis on fashion. They have successfully positioned themselves as a trendy and fashion-forward retailer, catering to the style-conscious consumer.

Altar’d State’s fashion offerings now take center stage, with faith-based messages taking a backseat. This shift is a strategic move to appeal to a broader customer base and compete in the highly competitive retail industry.

By focusing on fashion, Altar’d State can attract customers who may not be interested in the brand’s religious affiliations but are drawn to their stylish and curated collections.

Remaining Connections to Christian Values

Altar’d State, a popular retail brand known for its trendy clothing and accessories, has its roots deeply intertwined with Christian values. While the company has evolved and expanded over the years, it has managed to maintain several connections to its faith-based origins.

Upholding modest styles and themes

One of the ways Altar’d State stays true to its Christian values is by upholding modest styles and themes in its clothing lines. The brand focuses on offering fashionable options that are both stylish and appropriate for people of all ages.

This commitment to modesty is evident in their selection of dresses, tops, and bottoms, which often feature longer hemlines, higher necklines, and more coverage overall. By embracing modesty, Altar’d State appeals to customers who prioritize dressing in a way that aligns with their faith.

Continued charitable giving to faith groups

Another way Altar’d State demonstrates its dedication to Christian values is through its continued charitable giving to faith groups. The company has a program called Mission Monday, where 10% of net proceeds from each Monday are donated to various charitable organizations.

Many of these organizations have a religious affiliation, supporting causes such as hunger relief, education, and healthcare. Altar’d State’s commitment to giving back to faith-based groups showcases its ongoing commitment to its Christian roots.

Subtle references appeal to Christian shoppers

Altar’d State also appeals to Christian shoppers by incorporating subtle references to faith in its products and store environments. Whether it’s through inspirational quotes on clothing tags or Bible verses displayed on store walls, the brand creates an atmosphere that resonates with its target audience.

These subtle nods to Christianity create a sense of connection and shared values for customers who hold their faith dear.

Appealing to Both Christian and Secular Audiences

Altar’d State, a popular retail brand, has successfully managed to strike a careful balance between appealing to both Christian and secular audiences. This delicate harmony is evident in their branding, store design, and product offerings.

Careful balance of religious and mainstream touches

Altar’d State understands the importance of catering to a diverse customer base. They have expertly incorporated religious touches into their brand without alienating non-Christian customers. For example, their stores feature inspirational quotes and Bible verses on their walls, creating a serene and uplifting atmosphere.

Additionally, they offer a range of faith-inspired jewelry and accessories that appeal to religious customers while still being fashionable and trendy.

At the same time, Altar’d State also embraces mainstream elements to attract a wider audience. They offer a wide selection of clothing, accessories, and home decor items that are not explicitly tied to any religious themes.

This approach allows them to appeal to customers who may not identify as religious but are attracted to the brand’s unique and stylish offerings.

Avoiding controversy while hinting at faith roots

Altar’d State understands the importance of avoiding controversy when it comes to explicitly promoting their Christian roots. Rather than overtly pushing a religious agenda, they opt for subtle hints and references to their faith origins.

This allows them to maintain a welcoming and inclusive environment for all customers, regardless of their religious beliefs.

For example, Altar’d State often partners with charitable organizations and supports various causes, both locally and globally. This aligns with their mission of making a positive impact in the world, while also indirectly reflecting their Christian values of compassion and generosity.

Drawing in a wider demographic

By striking a careful balance between religious and mainstream elements, Altar’d State has successfully managed to draw in a wider demographic. This approach has allowed them to attract not only Christian consumers but also individuals who appreciate their commitment to philanthropy, fashion, and creating a positive shopping experience.

Altar’d State’s ability to appeal to both Christian and secular audiences has contributed to their continued success and growth as a brand. Their commitment to inclusivity and their ability to create a welcoming environment for all customers have made them a standout retailer in the industry.

Consumer Response to Altar’d State’s Origins

Some Christians feel it has abandoned its mission

Since its inception as a Christian-inspired brand, Altar’d State has garnered a loyal following among believers who were drawn to its faith-based messaging and mission. However, in recent years, there has been a growing sentiment among some Christians that the company has strayed from its original purpose.

These individuals argue that Altar’d State has become more focused on profit and less on promoting Christian values.

These concerns are rooted in the changes that Altar’d State has made to its branding and marketing strategies. The company has moved away from explicitly Christian messaging and has instead adopted a more secular approach to appeal to a wider customer base.

Some Christians feel that this shift dilutes the brand’s identity and compromises its core values.

It is important to note that not all Christians share this viewpoint, and there are those who believe that Altar’d State’s evolution is a necessary adaptation to stay relevant in the ever-changing retail landscape.

They argue that the company’s commitment to philanthropy and ethical sourcing is evidence that it still upholds Christian principles, even if its branding is less overtly religious.

Others welcome the shift to secular branding

On the other hand, there are many consumers who welcome Altar’d State’s transition to a more secular branding strategy. These individuals argue that the company’s faith-based origins should not limit its appeal to a wider audience.

They appreciate Altar’d State’s efforts to create a welcoming and inclusive environment for all customers, regardless of their religious beliefs.

By embracing a more secular approach, Altar’d State has been able to reach a broader customer base and expand its influence. This shift has allowed the company to promote its core values of compassion, generosity, and empowerment to a wider audience.

Supporters argue that the positive impact Altar’d State has made through its philanthropic efforts far outweighs any concerns about its religious messaging.

It is worth mentioning that Altar’d State has been successful in attracting customers who may not have been initially drawn to the brand due to its Christian roots. By creating a diverse and inclusive shopping experience, the company has been able to foster a sense of community and connection among its customers.

Praise for quality clothes regardless of religious ties

Regardless of their views on Altar’d State’s religious affiliation, many consumers praise the brand for its high-quality clothing and accessories. The company is known for its trendy designs, attention to detail, and commitment to sustainable fashion.

Customers appreciate that Altar’d State offers a wide range of styles and sizes, catering to individuals of all body types and fashion preferences. The brand’s commitment to inclusivity extends beyond its religious messaging and resonates with consumers looking for fashion that celebrates diversity.

Online reviews and testimonials highlight the positive shopping experiences that customers have had with Altar’d State, emphasizing the exceptional customer service and the brand’s dedication to providing a unique and enjoyable shopping experience.


While Altar’d State has pivoted toward a more commercial model, its origins and subtle nods to faith still resonate with some Christian consumers.

However, the brand has successfully expanded by focusing more on inclusive fashion than religious messaging.

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