True Religion

Summary

True Religion is an iconic American fashion brand best known for its bold and innovative approach to denim, combining streetwear aesthetics with craftsmanship. Founded in 2002 in Los Angeles, the brand gained recognition for its unique designs, including the signature Super T stitch and distinct horseshoe logo, inspired by the silhouette of a Buddha’s smile. True Religion became a cultural phenomenon, embraced by celebrities, musicians, and fashion-forward individuals who sought denim with an edge. Expanding beyond jeans, the brand now offers apparel and accessories that reflect its urban, rebellious spirit, continuing to influence contemporary fashion.

History

True Religion was founded in 2002 in Los Angeles, California, by Jeffrey Lubell and Michael Buckley, with the vision of revolutionising the premium denim market. The brand quickly made its mark by introducing jeans with bold designs, oversized stitching, and a focus on high-quality craftsmanship. Its signature Super T stitching, a thick, exaggerated thread detail, became an instant hallmark, setting True Religion apart from traditional denim brands. Catering to both men and women, the company positioned itself as a leader in the premium denim segment, combining luxury aesthetics with an edgy, urban appeal.

During its early years, True Religion expanded rapidly, gaining a strong foothold in the fashion industry. Its jeans, known for their distinctive horseshoe logo and stylish designs, became a favorite among celebrities, musicians, and trendsetters. This association with pop culture helped solidify the brand’s image as a high-fashion staple with a rebellious edge. In addition to its denim line, True Religion introduced a wide array of products, including jackets, shirts, and accessories, which further boosted its popularity and broadened its appeal.

In the mid-2000s, True Religion reached its peak, opening standalone retail stores and expanding its distribution channels to department stores and international markets. The brand capitalized on its widespread recognition and cultural relevance, becoming a symbol of aspirational fashion. However, as competition in the premium denim market intensified, True Religion faced challenges in maintaining its dominance. Changing consumer preferences and the rise of athleisure wear created pressure for the brand to adapt to evolving trends, which led to financial difficulties in the following years.

By the late 2010s, True Religion underwent a series of strategic efforts to revitalize its brand identity and operations. These included new product lines, collaborations, and a renewed focus on its core strengths of premium denim and edgy design. Despite these efforts, the company filed for bankruptcy in 2017, citing market challenges and a need to restructure its debt. This marked a turning point for True Religion as it sought to rebuild its position in the highly competitive fashion landscape.

Recently, True Religion was acquired by ACON Investments, a private equity firm that saw potential in the brand’s legacy and cultural significance. ACON Investments aimed to revitalize True Religion by leveraging its strong heritage, focusing on product innovation, and expanding its digital and international presence. The acquisition signaled a new chapter for the brand, offering the opportunity to regain its position as a leader in the premium denim market while adapting to modern consumer demands.

Vision

True Religion’s vision is to remain a global leader in premium denim and lifestyle fashion by consistently pushing the boundaries of creativity and innovation. The brand envisions a world where fashion serves as a powerful tool for self-expression, transcending traditional norms and inspiring individuality. True Religion envisions fostering a strong sense of inclusivity and connection within its global community by providing them with products that make them feel empowered and authentic. By embracing diversity and remaining at the forefront of cultural and fashion trends, True Religion envisions a future where it continues to influence and shape the fashion landscape. Through innovation, sustainability, and an unwavering commitment to its core values, the brand strives to create a lasting impact on both the fashion industry and the lives of its customers.

Mission

True Religion’s mission is rooted in empowering individuals to express their unique identities through bold, innovative fashion. The brand aims to redefine modern denim and lifestyle apparel by combining premium craftsmanship with authentic edgy designs. By celebrating diversity and creativity, the brand positions itself as more than just a clothing label—it becomes a medium for self-discovery and bold personal statements.

At its core, True Religion is committed to fostering a sense of community and inclusivity, bridging the gap between high-fashion aesthetics and urban streetwear culture. Its mission extends beyond creating iconic products, striving to connect with customers on a deeper level through storytelling, innovation, and an unwavering dedication to quality. True Religion envisions a world where fashion is a platform for individuality, confidence, and empowerment, and it continually evolves to reflect the dynamic spirit of its diverse audience while maintaining its legacy as a leader in premium denim and lifestyle apparel.

Products and Services

True Religion is best known for its premium denim, featuring signature details like the iconic Super T stitch, horseshoe logo, and innovative fits that flatter various body types. Its denim collection includes several styles, from skinny and straight-leg to relaxed and flare cuts. Beyond jeans, True Religion provides apparel embodying the brand’s urban, edgy aesthetic and accessories such as hats, bags, and footwear.

In addition to its products, True Religion is committed to providing exceptional customer service and a seamless shopping experience. The brand operates a robust e-commerce platform, allowing customers worldwide to access its collections. True Religion also offers personalised services, such as size guides and styling tips. Through collaborations and limited-edition collections, the brand continues to innovate, offering fresh designs that stay ahead of trends while maintaining its core identity.

Awards and Recognition

True Religion is widely recognised as a trailblazer in premium denim, renowned for its craftsmanship and bold, fashion-forward designs. The brand achieved iconic status in the early 2000s, with its Super T stitching and horseshoe logo becoming instantly identifiable in both high-fashion and streetwear culture. True Religion’s appeal extends beyond its expertly crafted jeans to encompass a broader lifestyle, embraced by celebrities, musicians, and trendsetters who value its edgy, rebellious aesthetic. As a symbol of individuality and urban sophistication, True Religion has carved a lasting place in the fashion world, representing quality, innovation, and a fearless approach to self-expression.

References

1. Official website True Religion
2. Private Equity Firm Acon Investments Acquires Controlling Stake In True Religion fashionABC
3. True Religion acquired by Acon Investments, hails “exciting new chapter” Fashion United
4. True Religion Acquired by Private Equity Firm Acon Investments BoF
5. True Religion Acquired by ACON Investments LA Times
6. Instagram page of True Religion Instagram
7. True Religion Reportedly Seeks Turnaround Adviser BoF
8. Under new ownership, True Religion targets digital and international growth Modern Retail
9. The Founder of True Religion Is Building a Luxury Home Design Business WWD
10. Facebook page of True Religion Facebook
11. True Religion’s Growing Faith in International Expansion WWD
12. Twitter page of True Religion Twitter
13. Can Supreme revive aughts favourite True Religion? You’d better believe it GQ
14. Youtube channel of True Religion Youtube
15. Supreme X True Religion GQ
16. LinkedIn page of True Religion LinkedIn
17. True Religion Revamps Loyalty Program With Enhanced Benefits WWD
18. Jeans brand True Religion acquired by PE firm, American Eagle-linked investment group CNBC
19. Private equity firm buys controlling stake in True Religion Fashion Dive
20. True Religion Updates Retail Agenda, Sees Up to 150 Stores WWD