Global lifestyle and apparel brand True Religion has launched a new collection to celebrate more than two decades in business and is enlisting rappers Flo Milli and NLE Choppa to help spread the word.
The Exaggerated Icons line includes T-shirts, jackets and jeans, all featuring reimagined and exaggerated versions of the brand’s horseshoe and Buddha logos. The collection taps some of the brand’s most timeless designs and popular fits, such as Joey flared and Becca bootcut jeans — but with a modern design twist. The jeans were updated with more elevated washes and include special lurex back pocket embroidery. Prices range from $59 for T-shirts and tank tops to $249 for denim.
“We had so much fun digging into the archives for this collection,” said Tina Blake, SVP of Women’s Design and Brand Image for True Religion, in a statement. “As an anniversary collection, we wanted to make a reference to our past in a fresh new way. We know that our customers love our logo, and when we applied it in an exaggerated way, it created such a perfect combination of heritage and newness, with great new washes and fits. We want everyone to feel fun, confident and sexy in these new silhouettes.”
Bringing ‘Iconic’ Star Power to Marketing
True Religion is amplifying the Exaggerated Icons line through a 360-degree, digital-first campaign featuring Flo Milli and NLE Choppa, both of whom have “a genuine love for True Religion,” noted Kristen D’Arcy, Chief Marketing Officer of True Religion, in a statement. “Their influence and style embody the next generation of hip-hop icons, making them the perfect stars for our campaign. We are thrilled to have them celebrate this special anniversary collection with us.”
In a recent interview with Retail TouchPoints, D’Arcy explained that finding culturally relevant partners and ambassadors who authentically love the brand is critical to ensuring True Religion’s marketing campaigns are impactful.
Fans and followers will be able to see exclusive content featuring the rappers, who will share intimate, behind-the-scenes content into how the Exaggerated Icons collection was made. Latin and Reggaeton musician Yaisel LM joined Flo and NLE Choppa for the campaign after working with NLE on a new song, bringing organic star power to the campaign.
Shoppers will be able to get a piece of the Exaggerated Icons collection from the True Religion ecommerce site as well as at select retail partners, including Macy’s, Pacsun, Tillys and Urban Outfitters.
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