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Brand Focus True Religion Jeans

2nd August 2013 | Posted in Menswear

Designed to stand out from the crowd, True Religion Jeans are made for those who want to set their own trends, not follow others.

Founded by industry professional Jeffery Lubell, the story of True Religion is one of a true American dream. Jeff was raised in New York, and as a teenager, he picked up a keen taste for fashion. He altered his bell bottom jeans, working in leather and contrasting denim patches. He bleached his jeans too, to create washes that no one else would have.

Jeff took his obsession for fashion, and its fabrics into his first major job in a textile mill. It was here that he learnt his trade from the ground up-eventually he got fed up of the monotony of the mills and decided to move into production.

Jeff had a vision. He wanted to create a pair of jeans that were instantly recognisable, kept the traditional values of American production, and stood the test of time to remain desirable. Inspired by vintage styles from the 1970's, Jeff set about work creating his own denim brand. He developed the first styles with his own hands, making them on a sewing machine. The style he made was everything he wanted it to be. It was instantly recognisable thanks to the thick vintage stitching, multicoloured lock stitches and now infamous horse shoe back pocket detail.

Jeff famously took his first ever offering of True Religion jeans to one of LA's most famous denim stores. The head buyer flatly refused, saying that the designs were so outlandish that they wouldn't sell. Jeff persisted, insisting that the fit alone would sell the jeans. He ended up striking a deal, in which the staff all received a pair of True Religion jeans to wear in the shop. As a result, the jeans sold out within two weeks, and the True Religion craze began.

Named True Religion due to Jeff believing that denim is one of the few things that everyone in the world has in common, True Religion was soon spotted on the legs of some of the biggest celebrities going, and gained international acclaim as one of the most innovative and fresh jeans going. Finished in a range of fits, there has always been a pair of True Religion jeans to suit everyone.

Ryan J Gray

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