True Religion Reaches Licensing Deal With Amiee Lynn For Women’s Belts – Sourcing Journal

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After joining forces with top hip-hop stars and experimenting with new brand partnerships, True Religion has signed another licensing deal to further expand its reach.

The denim and lifestyle brand introduced new women’s belts from wholesale accessories maker and merchandiser Amiee Lynn. The partnership will expand True Religion’s assortment of women’s belts for the Fall 2022 fashion season.

Amiee Lynn, who got her start as a leather belt supplier in 1994, will lead the design of 16 belt styles in a variety of colors. The belts feature the True Religion logo as well as the brand’s horseshoe and Buddha symbols.

“As a denim brand, belts have always been an important category of True Religion style,” said True Religion CEO Michael Buckley. “With the re-emergence of denim, we are thrilled to partner with Amiee Lynn as we continue to expand our selections.”

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The collection, which will retail for between $18 and $48, will be available on the True Religion website and in department and specialty stores when it launches this fall.

“True Religion’s licensing partnership with Amiee Lynn continues to build on the depth of our brand portfolio,” said Paul Rosengard, Executive Vice President of Wholesale and Licensing for True Religion. “Offering a wider selection of women’s accessories will allow us to better serve existing customers while attracting new ones. We are excited for the official launch this fall.

True Religion is the latest tie-up from Amiee Lynn, which has evolved over its 30 years to branch out into the design and wholesale distribution of soft accessories, activewear, homeware and jewelry. .

True Religion tapped Aimee Lynn for a new collection of belts.

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“We are thrilled to be licensed for True Religion’s Women’s Belt category,” said Michael Spolansky, CEO and Co-Founder of Amiee Lynn. “Jeans are making a major comeback to the fashion scene and we look forward to a fruitful partnership.”

The company’s portfolio includes licenses for brands such as Anne Klein, H Halston, Juicy Couture and True Religion in the belt category. The company also offers activewear under the Tahari Sport, BCBGMaxAzria and BCBGeneration brands, and holds licenses to sell jewelry under the Bebe, H Halston, Jones NY and XOXO labels.

The Amiee Lynn licensing partnership came just three weeks after True Religion unveiled an exclusive deal with GMA Group, which operates a portfolio of consumer products and accessories brands. As part of the deal, the denim label is working with fashion accessories manufacturer and designer Concept One Accessories, as well as clothing and accessories brands Capelli and Ballet.

GMA divisions will distribute new True Religion-branded products across men’s, women’s and children’s cold weather accessories, fashion headwear, jewelry, as well as women’s handbags, small leather goods and hair. True Religion Creative Director Zihaad Wells will lead the design and creative execution of the project. The collection will be launched in stores in August 2022.

Like the Amiee Lynn Accord, product designs will pay homage to core True Religion brand elements.

True Religion tapped Aimee Lynn for a new collection of belts.

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With more than $1.2 billion in retail sales across 12 merchandise categories, Sam Hafif, president and CEO of Concept One Accessories, said the True Religion extension gives the company the ability to generate $50 million to $75 million in incremental retail sales across all of its product categories.

True Religion, which emerged from its second bankruptcy in 2020, has been seeking new partnerships and collaborations with hip-hop stars to stay relevant with consumers.

In September, the brand teamed up with famed streetwear maven Supreme to launch a range of 2000-era inspired gear at VF-owned brand stores. The collection included items like denim cargo jeans, denim jackets, hoodies and beanies in an effort to turn back the clock.

Three months later, True Religion then unveiled a capsule collection with 2 Chainz to mark 10 years since the rapper released his mixtape titled “TRU REALigion.” The retailer then collaborated with fellow artist Chief Keef, who released the song “True Religion Fein” in 2012. The rapper said he was a huge fan of the True Religion brand and celebrated the 20th anniversary company with a collection of his own. On May 5, the collection debuted, featuring jeans, jackets, tracksuits and other accessories in blue and black denim.

More recently, True Religion has branched out into the art scene, tapping London-based artist and skater Soldier for an exclusive capsule collection designed to reimagine traditional camo silhouettes.

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