MUSICIAN BLACK ATLASS FRONTS TRUE RELIGION’S SUMMER CAMPAIGN

Southern California-based denim and lifestyle brand True Religion has announced that musician Black Atlass as its latest “This Is True” brand ambassador for its summer 2017 campaign.

Known for his unconventional blend of musical genres that are played from dance floors to runways across the globe, the Canadian born R&B artist Alex Fleming, who records under the name Black Atlass, is the “ultimate embodiment of the brand’s non-conformist values reflected in this season’s campaign,” said the company.

“Making noise as a musical maverick, Black Atlass is disrupting the industry with a musical style that is thoughtfully experimental,” said Tara Peyrache, chief marketing officer for True Religion. “His elusive appeal, remarkable sound, and edgy fashion sense screams street elegance, which makes him the perfect ambassador for This Is True.”