TrueFaith: The Story of TrueReligion

When it comes to denim, TrueReligion has been a brand that has dominated the market for over a decade. From its iconic horseshoe emblem to its unique washes and fits, TrueReligion has become a household name in the world of fashion. But behind the brand lies a story that is both fascinating and inspiring.

The Birth of TrueReligion

TrueReligion was founded in 2002 by Jeff Lubell and Kym Gold. Jeff, a New York native, had been working in the fashion industry for over 25 years, while Kym had experience in marketing and advertising. The two decided to combine their expertise to create a brand that focused on premium denim.

The brand quickly gained recognition for its unique design, which included a horseshoe emblem stitched onto the pockets of each pair of jeans. The emblem soon became a mark of quality and authenticity, and quickly grew in popularity among celebrities and hip-hop artists. TrueReligion had officially entered the mainstream.

The Rise and Fall of TrueReligion

After several years of success, TrueReligion was hit hard by the recession in the late 2000s. The company found itself in debt, with stores closing and sales dropping. Jeff Lubell eventually stepped down as CEO in 2013, as the brand struggled to stay afloat.

The company eventually filed for bankruptcy in 2017, but was later acquired by TowerBrook Capital Partners. Under new leadership, TrueReligion is making a comeback, with plans to expand its product line and reach new audiences around the world.

The Legacy of TrueReligion

Despite the struggles the brand has faced, TrueReligion remains a staple in the world of fashion. Its unique designs and high-quality denim have left a lasting impact on the industry, and its iconic horseshoe emblem remains a symbol of authenticity and style.

As TrueReligion continues to grow and adapt to new trends, it serves as a reminder of the power of entrepreneurship and the importance of staying true to your brand's vision.