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True Religion
TRUE RELIGION, THE AMERICAN JEAN WITH SIGNATURE STITCHING
TRUE RELIGION PRODUCED 14,000 JEANS BEFORE ITS FIRST CUSTOMER
Jeff Lubell and Kym Gold, then husband and wife, founded True Religion in 2002 in Los Angeles. The denim market was all about minimalism; they went in exactly the opposite direction, with premium jeans sold for between $250 and $300 while the competition was fighting over understated designs.
The launch followed the same logic. Instead of producing a sample collection, pitching buyers, and shipping afterwards — the usual process — the couple immediately made nearly 14,000 pairs. Lubell himself said it: it was the opposite of the usual business model. The bet paid off, and within just a few seasons the brand established itself in around fifty countries.
SUPER T, BIG T AND HORSESHOE: THE TRUE RELIGION CODES
The brand's entire DNA comes down to a thread. The Super T is sewn on a specially modified five-needle machine, using thick contrasting thread and only two stitches per centimeter: the seam stops being a finish and becomes the motif. The Big T offers a more restrained version, and the horseshoe embroidered on the back pockets completes the signature — a symbol inspired by Buddha's smile, rendered in a graphic style borrowed from Western signage.
RICKY, BILLY AND BOBBY: TRUE RELIGION JEAN FITS
The fits have first names, and each one tells a silhouette. The Ricky is the straight leg, the most widely worn; the Billy goes for a bootcut; the Bobby takes a distinctly baggy route. The flap pockets, those button-flap back pockets, distinguish the Flap versions from the No Flap models — a detail that visually changes the entire back of the jean, and one worth checking before ordering.
THE RETURN OF TRUE RELIGION JEANS WITH THE Y2K WAVE
The jeans were l'uniforme of the 2000s, massively embraced by the hip-hop scene before disappearing just as quickly as they had arrived. Their comeback, driven by the Y2K wave and by a generation rediscovering bold stitching, explains why the brand is once again on the shelves alongside Denim Tears and Gallery Dept in the world of statement denim.
The collaboration with Supreme, which brought together a trucker jacket, denim cargo pants and a zip-up hoodie built around the guitar-playing Buddha, sealed this transition from a 2000s icon to a contemporary streetwear staple. The same movement can be seen at Sp5der and Hellstar , which cultivate the same lack of graphic restraint.
Beyond denim, the Big T range extends to joggers and zip-up hoodies in the same codes — contrast stitching, oversized horseshoe — for those who want the signature without the denim. The whole look is meant to be worn loose: a Ricky Super T over a chunky sneaker rather than with a slim silhouette, otherwise the proportions end up completely thrown off.
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