TRUE RELIGION LAUNCHES EXAGGERATED ICONS COLLECTION IN CELEBRATION OF ITS 22ND ANNIVERSARY

True Religion launched its new “Exaggerated Icons” collection today. The men’s and women’s collection fuses past and present styles inspired by its original horseshoe and Buddha logos, reimagined and exaggerated across T-shirts, jackets, and jeans. The 360-degree campaign, celebrating the brand’s 22nd anniversary, stars the multi-platinum Southern rappers Flo Milli and NLE Choppa.

“We had so much fun digging into the archives for this collection,” said Tina Blake, Senior Vice President, Women’s Design and Brand Image, True Religion. “As an anniversary collection, we wanted to make a reference to our past in a fresh new way. We know that our customers love our logo, and when we applied it in an exaggerated way, it created such a perfect combination of heritage and newness, with great new washes and fits. We want everyone to feel fun, confident, and sexy in these new silhouettes.”

“Exaggerated Icons” blends True Religion’s timeless designs with a modern twist. It features True Religion’s most popular denim fits, including the Joey flared, Becca bootcut, Jennie skinny, Bobbie baggy (for women and men), Vinny baggy, Ricky straight, and Billy bootcut. The jeans have been updated with elevated washes and include special lurex back pocket embroidery to accentuate and celebrate everyone’s body shape.

“NLE Choppa and Flo Milli have a genuine love for True Religion,” said Kristen D’Arcy, Chief Marketing Officer, True Religion. “Their influence and style embody the next generation of hip-hop icons, making them the perfect stars for our campaign. We are thrilled to have them celebrate this special anniversary collection with us.”

The 360-degree, digital-first campaign features behind-the-scenes content from Flo Milli and NLE Choppa, who share exclusive, intimate looks at the making of True Religion’s anniversary collection. Flo and NLE were joined by Latin and Reggaeton musician Yaisel LM, who recently released his new song ‘Catalina’ with NLE Choppa. Yaisel LM’s organic involvement brings even more star power and musical influence to the campaign.

The collection, retailing from $59 for T-shirts and tanks to $249 for denim, will be available on Truereligion.com and in select wholesale partners, including Urban Outfitters, PacSun, Tillys, Macy’s, and other select retailers.