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True Religion
TRUE RELIGION, AMERICAN JEANS WITH SIGNATURE STITCHING
TRUE RELIGION PRODUCED 14,000 JEANS BEFORE HIS FIRST CUSTOMER
Jeff Lubell and Kym Gold, then husband and wife, founded True Religion in 2002 in Los Angeles. The denim market is for minimalism; they go exactly the other way, with premium jeans sold between 250 and 300 dollars when the competition fights on sobriety.
The launch is to match. Instead of producing a collection of samples, approaching buyers and then shipping – the normal circuit – the couple immediately manufactures nearly 14,000 pairs. Lubell told it himself: it was the opposite of the usual economic model. The bet paid off, and the brand was established in around fifty countries in just a few seasons.
SUPER T, BIG T AND HORSESHOE: THE CODES TRUE RELIGION
All the DNA of the house hangs in a thread. The Super T is sewn on a specially modified five-needle machine, with a thick contrasting thread and just two stitches per centimeter: the stitching ceases to be a finish and becomes the pattern. The Big T offers a more measured version, and the horseshoe embroidered on the back pockets completes the signature — a symbol inspired by the smile of the Buddha, in a graphic register borrowed from western brands.
RICKY, BILLY AND BOBBY: DENIM CUTS TRUE RELIGION
The cuts have first names, and each one tells a silhouette. The Ricky is the straight leg, the most worn; the Billy opens with a bootcut; the Bobby leaves on clear baggy. The flap pockets, these rear pockets with buttoned flaps, distinguish the Flap versions from the No Flap models — a detail that visually changes the entire back of the jeans, and which is better to check before ordering.
THE RETURN OF JEANS TRUE RELIGION WITH THE Y2K WAVE
The jeans have been l'uniforme from the 2000s, massively adopted by the hip-hop scene before disappearing as quickly as it arrived. Its return, driven by the Y2K wave and by a generation that is rediscovering showy topstitching, explains why the brand is once again occupying the shelves alongside Denim Tears and Gallery Dept on the denim grounds.
The collaboration with Supreme, which brought together a trucker jacket, cargo in denim and hoodie zipped around the guitarist Buddha, sealed this transition from the 2000's icon to the contemporary streetwear wardrobe. Same movement at Sp5der and Hellstar, which cultivate the same absence of graphic restraint.
Beyond jeans, the Big T range offers joggers and zipped hoodies in the same codes - contrasting topstitching, large horseshoe - for those who want the signature without the denim. The outfit is worn loose: a Ricky Super T on a bulky sneaker rather than on a thin silhouette, otherwise the proportion will be completely unbalanced.
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