STYLE SPOTLIGHT :TRUE RELIGION

[Stephan Bobb]

STYLE:SPOTLIGHT TRUE RELIGION JEANS

 

Jeffrey Lubell – denim god and founder of True Religion.

True Religion was founded by a true god. And Jeffrey Lubell is an elder god of denim who has been performing denim miracles in the fashion industry for more than two decades. He founded True Religion in the winter of 2002 to endow his celebrity followers with super-premium denim wear. Now, True Religion has expended into a high lifestyle brand that has godly lines dedicated to men, women and children. And the sacred values of the label have remained the same from its inception: Timeless, Hippie, Bohemian and Chic.

Jeffrey Lubell spent his childhood in Long Island and in Brooklyn, New York. When he reached 21, he moved to Los Angeles and began his apprenticeship in the textile industry. After accumulating more than 20 years working with exotic fabrics, boosting various denim brands and creating enduring fashion styles, Jeffrey embarked into a highly successful entrepreneurial career. And after a minor setback in the 1990s when he lost control over Bella Dahl and Jefri Jeans labels, Jeffrey founded True Religion in 2002. His sole aim was to create something completely new. “I didn’t want to follow the trend, I wanted to create my own trend,” Jeffrey, 52, declared.

His vision and business philosophy “was to make quality, American-made, authentic, timeless, great fitting, 1970’s inspired jeans wear, with a trendsetting appeal for today’s consumer.” And True Religion did just that, redefining premium denim in the process. The name of the label had to embody the revolution Jeffrey wanted to start in the denim world. He considered several names for the brand, including Cost of Freedom, Revolution and Relic, before choosing True Religion. Jeffery explains his option: “To me it meant there are many religions in the world, but there’s only one real religion – and that’s people. And all the people in the world wear jeans.”

And so it was that True Religion jeans were launched bearing an emblem of a smiling Buddha strumming a guitar. The designs put forward by the label are always surprising. The jeans are sometimes elaborately embroidered and often designed with flaps on the pockets, twisted seams and large colorful stitching. Regardless their innovative design and attention to detail and quality, True Religion jeans weren’t an instant hit. Jeffery started the brand by shipping 24 pairs of men’s jeans to the Fred Segal boutique on Melrose Avenue. In the first month only two pairs were sold and Jeffery decided to give his jeans for free to salesmen and asked them to wear the denim in the store. “I went back a few days later, and my 22 pairs of jeans weren’t there anymore,” Jeffery said.

Marissa Miller in the first True Religion print advertising campaign (2008).

 

 

From that moment on, True Religion began rocketing toward fame and critical acclaim. Jeffery experienced a surreal moment when he saw pictures of Kate Hudson wearing True Religion jeans in an issue of Vogue. Soon after, other celebrities, including Jessica Simpson and Jennifer Lopez, were photographed wearing the jeans. And in no time, True Religion got a huge celebrity following. Kate Beckinsale, Courteney Cox, Jennifer Garner, Heather Graham, Angelina Jolie, Heidi Klum, Nick Lachey, Madonna, Gwyneth Paltrow, Brooke Shields, Jada Pinkett Smith, Gwen Stefani are madly in love with True Religion jeans.

Today the label has to offer more than denim apparel. Knit and woven sportswear, footwear, headwear, handbags, swimwear, eyewear, hosiery and fragrances are made for those who want to experience True Religion lifestyle. The brand can be found in over 50 countries throughout North and South America, Europe, Africa, and the Asia/Pacific region. True Religion sells only through upscale retailers such as Barneys New York, Bergdorf Goodman, Neiman Marcus, Nordstrom, Saks Fifth Avenue and about 900 high-end US boutiques.