True Religion taps Chief Keef for nostalgic anniversary collection – Sourcing Journal


True Religion is celebrating 20 years of denim with arguably its biggest fan. The brand recently tapped rapper Chief Keef, a longtime fan who released the song “True Religion Fein” in 2012, for an anniversary collection.

The rapper is known for popularizing drill music and producing for his own label, Glo Gang.

“It has always been a dream of mine to collaborate with True Religion,” said Chief Keef. “I actually wore True Religion head to toe at my first show and when the opportunity came up I jumped on it. Designing clothes becomes a real passion for me and bright colors and prints fun things in this collection really reflect my personality.

The collection includes black and blue denim jeans and jackets featuring the brand’s signature stitches and design techniques. The range also includes a t-shirt, beanie, hoodies and joggers in vibrant shades of bubblegum pink and royal blue. The pieces are accented with bold graphics of skulls, bones and flames.

The items are available May 5 on the True Religion website as well as select UK retailers like Browns, Farfetch and Brother2Brother. Alongside the launch, True Religion and Chief Keef will host a VIP event in Los Angeles.

“Our collaborations are the result of genuine partnerships. And when you think of True Religion, you think of Chief Keef, because the brand and the artist have become synonymous,” said Zihaad Wells, Senior Vice President and Creative Director of True Religion. “The idea that he would design a collection for us after the 10th anniversary of ‘True Religion Fein’, and have it coincide with our 20th anniversary, was too perfect an opportunity to pass up.”

In November, the brand teamed up with rapper 2 Chainz on a limited-edition collection that paid homage to the artist’s 2011 mixtape, TRU REALigion. The line included TRU REALigion-branded denim jackets, hoodies, short-sleeve t-shirts, long-sleeve t-shirts and accessories including hats and bandanas ranging from $20 to $200.

Just two months prior, she was working on another nostalgia-focused collection with cult streetwear brand Supreme, which featured early 2000s-inspired garments like baggy denim cargo jeans, denim jackets, sweatshirts and more. hoodies and beanies. The collaboration helped elevate the brand after it filed for bankruptcy in April 2020.


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