In the early 2000s, True Religion jeans were a symbol of luxury. Their $400 denim pants appeared in music videos, on red carpets, in fashion magazines, and in luxury marketing campaigns often depicting white, affluent celebrities. But the brand’s popularity faded as fashion trends changed, the economy tightened, and lower-cost brands gained ground. After two bankruptcies and years of decline, True Religion has now found a path forward by embracing a community that never gave up on it: the hip-hop Continue reading
