Apparel and accessories brand True Religion has launched a new Exaggerated Icons collection in honor of its 22nd anniversary.
The new women’s and men’s wear collection brings together some of True Religion’s most iconic former and current styles inspired by its original horseshoe and Buddha logos in a new, reimagined and exaggerated way. Featured across an array of t-shirts, jeans and jackets, the campaign for the new collection stars 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 of women’s design and brand image at True Religion, in a statement. “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.”
The new Exaggerate Icons collection includes some of True Religion’s most popular denim fits, such as the Joey flared, Becca bootcut, Jennie skinny, Bobbie baggy (for women and men), Vinny baggy, Ricky straight, and Billy bootcut, which have been updated in elevated washes. These denim styles also feature a special lurex back pocket embroidery designed to accentuate the body’s shape.
“NLE Choppa and Flo Milli have a genuine love for True Religion,” said Kristen D’Arcy, chief marketing officer for True Religion in a statement. “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.”
To accompany the collection launch, True Religion created a 360-degree, digital-first campaign that includes behind-the-scenes content from Flo Milli and NLE Choppa, offering an exclusive sneak peek at the making of True Religion’s special anniversary collection.
The Exaggerated Icons collection, which ranges in price from 59 USD for tees and tanks to 249 USD for denim jeans, is now available online at Truereligion.com and in select retail partners such as Urban Outfitters, PacSun, Tillys, and Macy’s.
