Adam Woodroof – CCMMagazine.com

Putting its mission statement of reaching youth culture into action, Gotee Records’ pop-punk foursome Relient K announced plans last fall to partner with clothing retailer Abercrombie & Fitch—marking the retail chain’s first-ever exclusive partnership with a band. The promotion was to include an extreme mountain biking video featuring Relient K’s music in A&F stores during the holiday season. In addition, MP3s, music videos, photos and band interviews would have appeared on A&F’s Web site.

But after representatives from the American Decency Association, Focus on the Family, Concerned Women of America and other members of the Christian community voiced concerns about the partnership, Gotee asked the retailer to release the band from the deal. Much of the concern about the Abercrombie partnership was fueled by A&F’s quarterly catalog, which shoppers must be 18 years old to purchase. Despite the fact that Relient K’s part in the deal had no connection with the controversial quarterly, “We decided that we wanted to hear this voice from within the body and we said ’This is not something we want to stand outside the body on,’” said Gotee President Joey Elwood.

The partnership began when a representative from A&F heard Relient K’s music and its positive yet rocking message caught his attention. “That was exciting to us,” Elwood said, “that somebody not only loved the music but loved the message. We thought we could allow one of our bands to get into the culture and possibly make a difference.”

“You’ve got to pick your battles,” said Relient K vocalist/guitarist Matt Thiessen. “We’re trying to be salt and light to the world…. This is something we do believe in, but sometimes you’ve got to realize that you’re outgunned. You’ve got to humble yourself and go with the flow….”

“We hope that by making a stand [and pulling out of the deal],” Elwood continued, “that we’re showing that Christians can sometimes do things we don’t really understand because we want to live in harmony with the body.”