C28 SPREADS THE GOOD WORD; RIVERSIDE, CALIF.-BASED RETAILER ALSO EXPANDS ITS NOTW APPAREL LINE INTO WHOLESALE.

Daily News Record, January, 2005 by Tschorn, Adam

Byline: Adam Tschorn

RIVERSIDE, Calif. -- Three and a half years after launching a chain of Christian-oriented C28 apparel and accessory retail stores in southern California, owner and chief executive Aurelio Barretto 3rd is taking his message to mainstream surf and skate shops nationwide.

The NOTW merchandise -- the abbreviation refers to "Not Of This World," a Biblical phrase referring to Jesus and others from the heavenly realm -- comprises roughly 50 percent of Barretto's inventory and features bold designs that click with kids. At first glance the logo resembles a jagged-edge Batman badge or a stylized medieval battle-ax. Upon closer examination, the letter "O" is tilted on its side to resemble a halo and the "T" is elongated into the shape...

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