Fragrance house

True Religion

Founded in California in 2002 by Jeff Lubell and Kym Gold, True Religion emerged on the Los Angeles denim scene by reengineering the classic five-pocket jean and introducing its five-needle, two-stitches-per-inch Super T stitch. The brand’s identity is built around authenticity, individuality, and self-expression, with denim presented as crossing boundaries of faith, class, ethnicity, and orientation. Music and hip-hop have also featured in its brand history, including the 2023 Music is #MYRLGN campaign with AG Club. True Religion filed for bankruptcy protection in July 2017 as it worked to reduce debt and reposition for digital retail conditions. On January 7, 2025, ACON Investments announced that it had acquired a controlling stake, with SB360 Capital Partners as a strategic partner; the brand was described as continuing independently from its California headquarters.