Brand Focus: True Religion

From the humble beginnings of one man and a sewing machine in 2002, True Religion quickly grew from an already large initial production run of 14,000 pairs of jeans to becoming one of the most distinctive and recognisable labels in an era synononymous with premium denim. The brand simultaneously found interest from some of the biggest names in both pop culture and streetwear at the time, cementing its position at the cutting edge of the fashion industry with both demographics for the remainder of the decade owing to its celebrity associations and exclusivity.

Rocco Jean

Unfortunately for True Religion, the global economic situation saw a dramatic drop in the amount consumers were willing to spend on luxury fashion items toward the latter part of the 2000s and early 2010s and the label failed to adapt to meet the changing demands. Its initial early growth and rapid expansion saw a loss in perceived exclusivity, and an identity crisis ensued as the brand sought to quickly change its fortunes. The iconic horseshoe and Buddha graphics were dropped for a period of time, leading to a further fall in interest as any differentiation to other denim brands was lost while the comparitively high prices remained. In 2017 the company was declared bankrupt.

Shadow Logo T-Shirt

Under its new ownership group, True Religion have undergone a complete change in direction and focus which has seen the brand grow at a rate not seen since its earliest days. By adjusting its pricing structure and targeting a new demographic with a newly developed marketing strategy, the brand is equipped for the modern consumer while introducing a younger age group to its heritage, history and craftsmanship for the first time. A more targeted approach to influencer and celebrity endorsements along with brand partnerships has seen a surge in popularity for collaboration collections which are far better suited to the brand's audience than in previous years, helping to increase interest.

Boxy Varsity Jacket

Now with experience in both the highs and lows of the fashion world, True Religion has made a triumphant return to the industry's consciousness while retaining the authenticity and personality that always set it apart from the rest and the brand is swiftly regaining the high position it once held.