True Religion Announces Accessories Partnership With GMA Group


NEW YORK, May 23, 2022–(BUSINESS WIRE)–True Religion, an iconic American apparel and accessories brand, today announced an exclusive licensing agreement with Concept One Accessories and Capelli/Ballet, divisions of GMA Group, for True Religion accessories for men, women and children, headwear and jewellery, as well as handbags for women, small leather goods and hair accessories.

The designs will continue to pay homage to the brand’s core branding elements, such as its horseshoe and Buddha logos. True Religion’s Creative Director, Zihaad Wells, will lead the design and creative execution. The collection will be launched in stores in August 2022.

“All of us at True Religion have great admiration for the Concept One/Cappelli team,” said Michael Buckley. “This partnership marks an important step in the resurgence of True Religion and we look forward to a very fruitful relationship.”

“This is the first time we have brought the full power of our group to a brand licensing opportunity, and it represents our new go-to-market strategy that we will adopt as we approach new brands and licensing,” said Sam Hafif, President and CEO of Premier Concept. “As a group, we have over $1.2 billion in retail sales, across 12 merchandise categories, and placement in virtually every major retail chain in North America and Europe. With True Religion, we see an opportunity to drive $50-75 million in retail sales across all of our product categories, we are excited about this partnership and the power of the True Religion brand.”

“This strategic partnership builds on our commitment to elevate and nurture the True Religion customer experience, enabling all genders to enjoy our brand in more categories,” said Paul Rosengard EVP of Wholesale and Licensing. “We are thrilled to welcome Concept One/Cappelli to the dynamic and growing True Religion family.”

About True Religion
In 2002, True Religion emerged onto the Los Angeles denim scene by exploding the construction of the classic five-pocket jean. With its five-needle, two-stitch-per-inch yarn, the True Religion Super T stitch was instantly recognized for a style unlike any other denim brand in the world. True religion speaks of the uniqueness found in each of us. The brand is worn by athletes, musicians and artists around the world to express their individual style. Offering an exclusive assortment of iconic styles, True Religion Brand Jeans is focused on producing high quality premium denim and sportswear for men, women and children.

About Concept One Accessories
Founded in 1999, Concept One Accessories is the premier resource for licensed fashion and entertainment accessories. Their well-balanced portfolio and extensive product offering make the company the go-to resource for fashion accessories across all distribution channels. Concept One has offices in New York, Mexico and China as well as a partnership in Canada and a design studio based in London.

About GMA Group
Founded in 1990 by brothers George and Mike Altirs, GMA Group consists of 12 independent companies, spanning five industries including consumer products, hospitality, real estate, organized sports and technology. The consumer products group includes Capelli, Ballet, Concept One, Sondra Roberts and recently acquired Ellen Tracy and Caribbean Joe. The group is operated vertically and has factories in China, Bangladesh and Mexico.

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Media contacts:

For the True Religion:
Bern Communications Group
Alissa Heumann / Michael McMullan
[email protected] / [email protected]

For the first concept:
Sam Hafif/Lauren Dennis
[email protected] / [email protected]

For the GMA group:
Sam Hafif
[email protected]


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