Can Supreme Collaboration Help Revive True Religion? – Supply log


From a revolutionary partnership with Louis Vuitton to projects with Nike, Vans, Dover Street Market and more, Supreme has been half of the most memorable collaborations in recent fashion history. True Religion, one of the original premium denim brands of the re-fashionable Y2K era, is the latest to receive the streetwear brand’s Midas touch.

On Thursday, True Religion and the new VF-owned brand will launch a line of gear inspired by the early 2000s, from baggy denim cargo jeans and denim jackets, to hoodies and beanies.

While Supreme’s influence is evident in the shapes and silhouettes, features of True Religion like chunky white stitching, chunky mustache effects, and horseshoe embroidery can be found everywhere. Denim pieces are available in black, blue, light pink and camouflage print.

The collaboration aligns True Religion, which has been on a year-long roller coaster, with a streetwear brand that has built up a worldwide cult following with skateboarders, artists and collectors keen to get their hands on the drops of the world. Mark. .

The collection also highlights the resurgence of fashion and pop culture in the early 2000s, as trends such as low-rise and wide-leg jeans, and the pop stars who originally wore them, return to the limelight.

Collaborating with a youth-focused brand like Supreme could just be the ticket to renewed popularity, according to Michael Buckley, CEO of True Religion. “A partnership with Supreme is the ultimate testament to the cultural relevance of any brand,” he said. “I speak for everyone at True Religion when I say that we are delighted and honored to have been selected as one of Supreme’s partners.”

True Religion is undergoing a rebranding after filing for bankruptcy in April 2020. During bankruptcy, the brand reduced both the number of its stores and its employee base, which allowed it to cut costs operating costs and its debt. In October of the same year, it reappeared as a profitable business with what Buckley calls a “healthy balance sheet.”

Buckley identified the brand’s current target audience as men and women between the ages of 15 and 50 with an average family income of $ 65,000 – an audience he says is estimated at 150 million people in the United States. only. “The excellent brand recognition across generations is a testament to the iconic nature of True Religion,” the company said.

The Supreme x True Religion collection will be available exclusively at Supreme stores and at starting September 30 at 11 a.m. EST in the United States. The six-panel hat will debut at an undisclosed later date.


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