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True Religion Jeans

True Religion jeans by Jeff Lubell

<br /> True Religion jeans by Jeff Lubell

How True Religion jeans got started

To build his brand, founder Jeff Lubell gave pairs of his True Religion jeans away.

My dad was in the clothing business and moved to L.A. with a New York apparel company when I was 20. I asked if I could work for him. He said, “Why don’t you get a job in textiles first and learn the industry?”

So I got a job at a swimwear company, which was fitting because I was captain of my high school team. I ended up staying in the textiles industry for 25 years.

Don’t be afraid to approach powerful people.

When I decided to launch True Religion, I went to industry leaders like Mickey Drexler, who was then at the Gap, seeking backing. I couldn’t find private money, but I eventually found a jeans manufacturer to help me get my brand started.

Skip the prototype.

I had a concept to create a unique line of jeans with colored stitching and lower pockets. I designed a myriad of styles, and I produced about 14,000 pairs before I sold a piece. Usually you do it the other way around — you make a sample line, go to market, get orders, and ship your production.
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Comp the sales staff.

I went to Fred Segal on Melrose and showed the jeans to a guy who was running the jeans bar. He hated them. I knew his boss, so I showed her the line, but she said, “I don’t get it. I don’t think my customer is going to get it.”

It took me an hour to wear her down, but she finally took 24 pairs. A month went by, and I went back, and they’d only sold two pairs. I asked the sales guy if I could give him a pair free. He and the other workers came out to my truck and I gave them the jeans.

Four days later I went back and couldn’t find my jeans. I asked where they were, and he said, “People would come in and ask, ‘What are those that you’re wearing? I want those.'” They sold out.

Secrets of my success

Manufacture locally
It’s expensive to make jeans in L.A., but there’s a value to doing it locally. We can produce small runs and then gauge the market reaction before we make larger investments. It allows us to be flexible when introducing new styles.

Protect your name
We combat counterfeiters daily, both online and on the street. We hire experts to seek out the source of the problem, and we work with government agencies around the world. It costs a lot, but you have to be really vigilant.

Outsource everything
I didn’t want to own anything, so I depend on my contractors to do everything. They’ve already made significant investments in fixed assets. By working with them, we benefit from their experience.

True Religion Jeans, Sacreligious?

‘True Religion Jeans, Sacreligious?There’s recently been some debate as to whether the term “True Religion” for a fashion brand is at best disrepectful and possibly even sacreligious? Perhaps the real question is, could denim possibly be a true religion; there are undoubtedly millions of worships across the planet who kneel at the altar of the multi-head demi-god of denim, although the kneeling maybe has more to do with the desire to add a touch more distress to the knee area. Anyhow, this is the True Religion story:

Jeffrey Lubell founded True Religion in 2002 with the intention of redefining premium denim. His vision was to make quality, American-made, authentic, timeless, great fitting, 1970’s inspired jeans wear, with a trendsetting appeal for today’s consumer.

Today, True Religion Brand Jeans is known not only for its denim, but also for its knit and woven sportswear, such as t-shirts, western shirts, sweatshirts and sweatpants that all have that vintage feel.

True Religion’s commitment to perfect fit, timeless style and that hippie bohemian chic flare have solidified True Religion’s brand position as a leader in premium denim and casual sportswear globally.

While continuing to expand True Religion’s line of jeans and sportswear, the company most recently branched out into numerous licensed products such as Footwear, Headwear, Handbags, Swimwear and Fragrance.

True Religion Jeans + True Religion Menswear?

True Religion Jeans + True Religion Menswear?Following on from an interesting question on the forum, can Californian premium denim brands like True Religion and Joe’s Jeans break into the European menswear market in a meaningful way or will these brands remain the exclusive domain of the fairer sex?

Founded in 2002, True Religion Brand Jeans is a Los Angeles based premium denim company that immediately distinguished itself in the men’s, women’s and children’s markets for its innate and expressive attention to detail: from the fashion-forward seams, to the remarkable embroidery and innovative hand-sanded vintage washes, etc. Since then, the line has transcended into a complete denim lifestyle collection extending its product offerings to include a full range of ready-to-wear (cords, skirts, jackets, tees, blazers, loungewear), and launching footwear, headwear, outerwear and accessories for Fall ’07.

True Religion has received a healthy editorial endorsement by some of the world’s most noteworthy publications such as Vogue, Vanity Fair, GQ, Elle, In Style Lucky, and the New York Times, and counts among its most loyal supporters Madonna, Gwyneth Paltrow, Janet Jackson, Usher, Heidi Klum, Faith Hill, Jennifer Lopez, John Mayer, Steven Tyler and Jessica Simpson.

True Religion Jeans is it Blaspheme or True Religion

True Religion Jeans True Religion Denim JacketThere’s a growing trend amongst fashion companies to attempt to apply depth and mystique to their brand by introducing religious or philosophical elements. There’s Edun, Theory, Coexist, Mecca, Gsus, Buddhist Punk and True Religion to name but a few.

Do these companies opt for the psuedo religious or philosophical connotations because there’s a growing spiritual awakening amongst their target audience and they want their product to make a direct and lasting impact, or is it simply an offering of what’s holy and Universally ingrained as an offering at the altar on mammon? Most likely it’s a combination of the two as the ultimate aim appears to be brand recognition and exposure — and if profaning what’s holy along the way increases the odds of success then you would be failing in your Capitalist duty not to do it!

Another line of thought regarding True Religion is relationship between their brand name and brand logo which appears to subtly suggest that Buddhism is the true religion: the True Religion logo appears to depict a Buddha type character — which in combination with their brand name appears to suggest Buddhism is the True Religion which axiomatically insinuates that other religions are false. Perhaps this is reading too much into the new trend and we’re inadvertently entering the “David Ike” realm. Whatever your view we all surely have a responsibility to respect the sacred, if not the Sacred Blue.

Brand name connotations aside, True Religion produce some of the best premium denim jeans on the market with remarkable embroidery and innovative hand-sanded vintage washes. True Religion jeans are worn by an impressive list of celebrities including: Kate Beckinsale, David Beckham, Sarah Chalke, Courteney Cox, Gary Dourdon, Faith Evans, Tom Ford, Jennifer Garner, Heather Graham, Kate Hudson, Angelina Jolie, Donna Karan, Heidi Klum, Nick Lachey, Jennifer Lopez, Freddie Ljungberg, Madonna, Chad Michael Murray, Gwyneth Paltrow, Brooke Shields, Jessica Simpson, Jada Pinkett Smith, Gwen Stefani, Justin Timberlake, Usher, Bruce Willis, the Wayans Bros. — Wow!! Maybe this is a New Religion if not altogether true!