True Religion
Who founded this brand, when, and what was their design background?
Jeff Lubell and Kym Gold founded True Religion Brand Jeans in Los Angeles in 2002 with $100,000 in startup capital. Lubell brought decades of denim experience from his family’s clothing manufacturing business, while Gold contributed fashion industry connections and business acumen. The duo identified a gap in the premium denim market between luxury European brands and mainstream American labels.
They launched with a single factory in Corona, California, focusing exclusively on high-end jeans with distinctive horseshoe stitching on the back pockets. The brand’s name referenced the founders’ belief that great denim was almost a spiritual pursuit. Within two years, True Religion achieved $27 million in revenue, establishing itself as a key player in the emerging premium denim category.
They launched with a single factory in Corona, California, focusing exclusively on high-end jeans with distinctive horseshoe stitching on the back pockets. The brand’s name referenced the founders’ belief that great denim was almost a spiritual pursuit. Within two years, True Religion achieved $27 million in revenue, establishing itself as a key player in the emerging premium denim category.
What signature designs, innovations, and types of clothing is this brand most known for?
True Religion revolutionized premium denim through its signature Super T stitch pattern, creating the distinctive horseshoe design that became instantly recognizable across back pockets. The brand pioneered aggressive distressing techniques, including sandblasting, hand-sanding, and strategic ripping that created authentic vintage appearances on new garments. Their innovative “Buddha” fit introduced a relaxed straight leg that balanced comfort with style, appealing to both fashion-conscious consumers and celebrities.
True Religion developed proprietary wash processes that achieved complex fading patterns, particularly their famous “Old Multi” wash that simulated years of natural wear. The brand’s crystal-embellished jeans elevated denim into luxury territory, with some pairs retailing for over $400. Their signature flap pockets with contrast stitching became a defining element, while their use of Japanese selvedge denim demonstrated commitment to premium materials.
True Religion developed proprietary wash processes that achieved complex fading patterns, particularly their famous “Old Multi” wash that simulated years of natural wear. The brand’s crystal-embellished jeans elevated denim into luxury territory, with some pairs retailing for over $400. Their signature flap pockets with contrast stitching became a defining element, while their use of Japanese selvedge denim demonstrated commitment to premium materials.
What style movements is this brand associated with, and what design elements connect them to these movements?
True Religion emerged as a defining force in the 2000s streetwear movement, elevating denim from casual wear to luxury fashion statements. The brand captured the era’s obsession with premium casual clothing, where expensive jeans became status symbols equivalent to designer handbags. Their aesthetic perfectly aligned with the bling culture of early 2000s hip-hop, where ostentatious displays of wealth extended to everyday clothing.
True Religion’s heavily embellished designs reflected streetwear’s embrace of maximalist aesthetics, contrasting sharply with minimalist fashion trends. The brand’s Los Angeles origins connected it to West Coast street culture, particularly the emerging influence of celebrity casual style. Their distinctive stitching patterns and bold pocket designs embodied streetwear’s emphasis on recognizable branding and visual impact.
True Religion helped establish the concept of premium denim as a luxury category, influencing countless brands to enter the high-end casual market. The brand’s success demonstrated streetwear’s growing mainstream acceptance and commercial viability during the early 2000s.
True Religion’s heavily embellished designs reflected streetwear’s embrace of maximalist aesthetics, contrasting sharply with minimalist fashion trends. The brand’s Los Angeles origins connected it to West Coast street culture, particularly the emerging influence of celebrity casual style. Their distinctive stitching patterns and bold pocket designs embodied streetwear’s emphasis on recognizable branding and visual impact.
True Religion helped establish the concept of premium denim as a luxury category, influencing countless brands to enter the high-end casual market. The brand’s success demonstrated streetwear’s growing mainstream acceptance and commercial viability during the early 2000s.
Which style icons have worn this brand, and what are some notable fashion moments outside of runway shows?
Paris Hilton became True Religion’s most influential early adopter, frequently photographed in the brand’s crystal-embellished jeans during her peak celebrity years from 2003 to 2005. Her endorsement legitimized premium denim as luxury fashion, inspiring countless socialites and celebrities to invest in expensive jeans. Jessica Simpson wore True Religion consistently throughout her reality TV era, making the brand synonymous with early 2000s celebrity culture.
Britney Spears was photographed in True Religion during her iconic low-rise jeans phase, cementing the brand’s association with pop culture rebellion. Madonna surprised fashion watchers by choosing True Religion for casual appearances, lending unexpected credibility to the American denim brand. The brand gained significant momentum when Angelina Jolie wore True Religion during her highly publicized outings with Brad Pitt.
Cameron Diaz’s repeated True Religion appearances in paparazzi photos helped establish the brand’s cool factor among A-list celebrities. Nicole Richie’s styling of True Religion jeans with designer tops created influential high-low fashion combinations that defined mid-2000s celebrity street style.
Britney Spears was photographed in True Religion during her iconic low-rise jeans phase, cementing the brand’s association with pop culture rebellion. Madonna surprised fashion watchers by choosing True Religion for casual appearances, lending unexpected credibility to the American denim brand. The brand gained significant momentum when Angelina Jolie wore True Religion during her highly publicized outings with Brad Pitt.
Cameron Diaz’s repeated True Religion appearances in paparazzi photos helped establish the brand’s cool factor among A-list celebrities. Nicole Richie’s styling of True Religion jeans with designer tops created influential high-low fashion combinations that defined mid-2000s celebrity street style.
How has this brand’s style evolved over time, and what factors influenced these changes?
True Religion’s style evolved dramatically from its 2002 premium denim origins to becoming a mainstream fashion brand by the 2010s. The company initially focused on artisanal craftsmanship and limited production runs, creating exclusivity that justified premium pricing. Economic pressures led to rapid expansion into discount retailers, diluting the brand’s luxury positioning and alienating core customers.
The 2008 financial crisis forced True Religion to lower prices and increase availability, fundamentally changing its market position. By 2010, the brand had expanded into activewear, accessories, and children’s clothing, losing focus on its denim expertise. Multiple ownership changes, including private equity acquisitions, shifted priorities from quality to volume production.
The rise of fast fashion and athleisure trends marginalized premium denim, forcing True Religion to adapt its aesthetic. Recent attempts at revival have focused on returning to original craftsmanship values while incorporating contemporary sustainable practices. The brand now emphasizes vintage-inspired designs and limited collaborations to recapture its former exclusivity and cultural relevance.
The 2008 financial crisis forced True Religion to lower prices and increase availability, fundamentally changing its market position. By 2010, the brand had expanded into activewear, accessories, and children’s clothing, losing focus on its denim expertise. Multiple ownership changes, including private equity acquisitions, shifted priorities from quality to volume production.
The rise of fast fashion and athleisure trends marginalized premium denim, forcing True Religion to adapt its aesthetic. Recent attempts at revival have focused on returning to original craftsmanship values while incorporating contemporary sustainable practices. The brand now emphasizes vintage-inspired designs and limited collaborations to recapture its former exclusivity and cultural relevance.