by Stephen Garner

Jeffrey Lubell is back. After several years away from the fashion business, the founder and former creative director of True Religion has debuted a new label.

Called “Coût de la Liberté,” which translates to “The Cost of Freedom,” Lubell is taking on the project with his wife, co-founder, and co-designer Carrie Stroup Lubell. Together, the duo are out to create products that defied the limitations on what the industry sets, giving them the freedom to venture into new areas.

Lubell tells MR that the premise behind Coût de la Liberté was to create a luxury menswear and womenswear brand inspired by his love of nostalgia, ‘70s Rock ‘n’ Roll, and freedom of self-expression. The brand stance is “a willingness to venture into a new creative wilderness – letting go of societal expectations and current mass-appeal aesthetics to create one-of-a-kind pieces.”

Expect to find key statement pieces throughout the line, like a hand-painted, studded motorcycle jacket, which is treated to give a rocker-worn look. There are also woolen oversized worker shirts in an array of solids, plaid, and animal prints, as well as digitally-printed sweatshirts and Tees in white and black with humor and Rock ‘n’ Roll graphics.

Lubell notes that the brand is also offering a line of coordinated sportswear items that are unisex. And, for bottoms, expect to see a range of fits – including skinny, slim, bootcut, flare leg, and relaxed in denim, corduroy, and velvet fabrications. Retail prices range from $425 to $695 for denim, $900 to $1,200 for cashmere, $750 to $5,000 for blazers and jackets, and $725 to $6,895 for leather, suede, and ethical fur outerwear.

Coût de la Liberté can be found online and at select retailers like Jimmy’s in Westhampton, NY; The Kingdom in Calabasas, CA; Jades in Dusseldorf; Joy Fashion in Switzerland; Michelle Farmer in Southampton, NY; Montaigne Market in Paris and St. Barts; and Patch in Saint-Tropez.


  1. Welcome back Jeffrey and Carrie…
    If ever our industry needed a fashion vaccination, here comes “Coût de la Liberté”. Looking forward to seeing your newest vision. Cheers 🥂 from Bill

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