How the signature jeans brand of the 21st century is reimagining their legacy

True Religion is returning to their roots, while putting inclusivity and sustainability front and center.

In the early 2000s, True Religion set the industry standard for high-end denim. Inspired by the silhouette of a Buddha’s smile, their signature horseshoe design made the Los Angeles company the most iconic jeans brand of the new century—the pants every celebrity and influencer wanted to be seen in. Their manufacturing process was unlike that of any denim company before them, with an elaborate stitching pattern—known as the Super T style—that made the pants the most distinctive in the industry, earning them luxury status and beginning a craze for designer jeans that revolutionized fashion.

However, it’s no secret that, at the turn of the 2020s, jeans are no longer at the center of the conversation in the fashion world. In recent years, athleisure has sidelined denim offerings, inspiring many companies to pivot to keep with the trends, or turn out a lower-quality product to reduce price tags. But True Religion is still deeply invested in their original mission statement: great denim is worth investing in. Keeping jeans at the center of their business is a way of demonstrating that True Religion is a timeless look that transcends seasonal crazes.

To that end, the company has renewed their focus on honing the style that has set them apart since its inception in 2002, while updating their mission to modern sensibilities and advocating for a more equitable and conscientious world. Their stylish “Heritage” line reinvigorates some of the brand’s classic jean and apparel designs, as well as customizing them for the Gen Z era. In the interest of making their products available to a wide base of customers, they have also designed an off-brand line for shoppers looking for cost-effective options which still boast all the beloved trademarks of classic True Religion gear.

As part of a renewed focus on inclusivity, the company is also making body positivity a priority, with curvy and plus-size jeans now available both online and in their brick-and-mortar locations. (Women’s jeans now range from size 24 to 38 in store, and up to size 42 online, while men’s jeans are available up to size 44 in store, and 46 online.)

True Religion’s corporate leadership has also made a newfound commitment to maintaining ethical practices and improving accountability. In an effort to make their manufacturing more sustainable, the team drafted strict criteria for ethical practices in their factories in Vietnam, India, Mexico, Guatemala and China, and a new Vendor Code of Conduct to ensure fair employment standards and green-conscious practices. Standing in solidarity with the Black Lives Matter movement, True Religion’s site and social media accounts have also compiled important charitable and informational resources in the wake of the worldwide protests following the death of George Floyd.

Weathering the storm of economic recessions, world crises, and changes in styles over the past two decades has presented plenty of challenges for True Religion, threatening their financial stability more than once. But forget pandemics and flavor-of-the-season trends. This year, the original designer jean giant is making a stronger case for itself than ever: as an essential luxury brand that connects with a wide base of customers and keeps its finger on the pulse of an ever-changing world.

True Religion also delivers a state-of-the-art digital shopping experience on its site by offering a variety of digital checkout options for customers, including Amazon Pay. Visit their site to browse their catalogue.