From its audacious beginnings in the early 2000s to its powerful cultural revival today, True Religion has long stood as one of the most enduring symbols of hip-hop style. From its meteoric rise in the early 2000s to its contemporary revival through new-age collaborations, Its story is about denim relationship with identity and cultural evolution. Across two decades plus, the brand has been reinterpreted, and immortalised by many of Hip Hop's most influential figures, mirroring the sonic and stylistic shifts that defined each era as a staple piece to the aesthetic.
Founded in 2002 by Jeff Lubell and fashion designer Kym Gold, True Religion broke every conventional business rule from the start. Instead of testing the market with small runs or basics, the brand launched with around 14,000 pairs of jeans, a risky move Lubell later described as “completely backwards” compared to the typical slow-start fashion model. Based in Vernon, California, the label’s DNA was rooted in premium American craftsmanship and instantly recognisable through its thick contrast stitching, Buddha logo, and horseshoe motif. From the outset, True Religion was marketed to individualists and cultural leaders, those who wanted denim that stood apart from the mass market. Its first campaign, “The Great Revolt” (2003), spotlighted the jeans as an act of self-expression and defiance against conformity, messages that resonated strongly within the hip-hop community.
In the early 2000s, True Religion became synonymous with the “bling era”, a time when hip-hop exuded confidence, excess, and luxury. Artists like Juelz Santana, Jim Jones, and Lil Wayne wore the brand religiously (pun intended), pairing its horseshoe-stitched denim with oversized tees and lavish jewelry were the signature style at the time. Campaigns such as the “Be So Bold” initiative in 2003 and early appearances in BET’s Rap City and MTV Cribs episodes helped cement True Religion as a visual marker of success. The signature Super T stitching and bootcut silhouette became cultural shorthand for having “made it,” seen everywhere from Harlem block parties to LA studio sessions.
By the late 2000s, as the sound of hip-hop transitioned from flash to grit, True Religion managed to followed suit. The brand’s rugged yet premium aesthetic made it a perfect fit for the emerging trap scene in Atlanta. Artists like 2 Chainz and Young Jeezy became unofficial ambassadors, pairing their True Religion jeans with Givenchy tees and Margiela sneakers, signaling the beginning of the “luxury streetwear” crossover. In 2006, the brand recruited Zihaad Wells, a designer who left Levi’s Europe to join True Religion as creative director, adding a refined design language that balanced American grit with international appeal. Campaigns like the 2011 ‘The Original Stitch’ series captured this evolution, spotlighting the craftsmanship behind the jeans while tying the product back to the hustle and authenticity that drove the culture forward.
However, behind the cultural success, the company faced business turbulence. By 2012, sales had slowed, and analysts doubted whether consumers would continue to pay premium prices for denim. After its stock fell nearly 40% that year, TowerBrook Capital Partners acquired True Religion in May 2013, paying shareholders a 152% premium on the October 2012 stock price, a bold bet on the brand’s long-term value despite its struggles.
The Chicago drill movement of the early 2010s reignited True Religion’s connection with youth culture. In the hands of Chief Keef, Lil Durk, and G Herbo, the brand transformed into a badge of street credibility. Keef, in particular, made True Religion inseparable from drill’s visual identity, his viral videos often showing him in full True Religion fits, from denim jackets to stacked jeans. The energy was raw and unapologetic, and so was the style. These artists wore True Religion as self-definition, the clothes of the streets that raised them. This moment also inspired the “True to the Streets” campaign in 2014, one of the brand’s first to directly tap into urban youth culture, reaffirming its place at the heart of contemporary rap style.
Following periods of fluctuating visibility and restructuring, Michael Buckley, the brand’s former president, returned as CEO in 2019 to steer its revival after bankruptcy. One of his first moves was reappointing Zihaad Wells as creative director, marking a return to the aesthetic integrity that defined the brand’s early years. Under their leadership, True Religion refined its product line, modernised its cuts, and reengaged with music and fashion communities through authentic partnerships rather than mass marketing. Through the late 2010s, as streetwear and high fashion began to merge, True Religion reemerged as a cult classic, its legacy admired by both hip-hop veterans and new creatives looking to tap into the Y2K aesthetic.
Collaborations with figures like 2 Chainz and Bella Hadid reintroduced the brand to the mainstream, while limited drops such as the True Religion x Russell Westbrook “No Signal” collection (2019) and Supreme’s denim collab (2021) reignited the brand’s buzz across music and fashion communities alike. These partnerships showed that True Religion was reclaiming it through authenticity and creative alignment in a time were Y2K presence was highly relevant in culture. By 2021, the company appeared to rebound, with sales surpassing $235 million, a testament to its enduring connection with culture and craftsmanship.
In the UK, True Religion’s story runs deep also. During the early 2010s, True Religion became a staple in London’s grime and streetwear scenes, adopted by artists like Giggs, Sneakbo, and Krept & Konan, who merged American hip-hop luxury with British road culture. For young people in cities like London, Birmingham, and Manchester, True Religion jeans were a mark of prestige, the go-to fit for music videos, block parties, and club nights. Today, the brand has renewed its ambitions for the UK market, reintroducing itself through partnerships with Selfridges and JD Sports, and collaborating with emerging British creatives to bridge its heritage with the next wave of talent.
In this modern resurgence, artists like Central Cee and 21 Savage have become key to the brand’s latest identity. Central Cee’s effortless style, pairing True Religion denim with Nike Shox and minimal white tees represents a refined UK take on the brand’s American roots. Meanwhile, Keef’s collaboration with the brand on the “True Religion x Sosa Capsule” (2023) reconnected the brand to its drill heritage, with graphics referencing his South Side origins. These artists style the denim as symbols of their evolution, representing their beginnings while embodying success on their own terms.
What’s kept True Religion alive is its signature stitching, just as much as the values woven into the fabric of independence, and reinvention through moments of doubt. The brand, much like many others faced decline only to rise again by staying true to its roots. Its 2022 “It’s True” global campaign was a testament to this, spotlighting real artists, stylists, and producers who live and breathe culture, celebrating the individuality that defines True Religion’s DNA.
True Religion’s denim stands as a reminder that cultural relevance is built over time, not hype as trends shift faster than ever. It’s been worn by those who built hip-hop’s past and those shaping its future, a literal and symbolic fabric of the movement. The horseshoe logo remains a universal signal of style and spirit, representing a lineage that runs from Harlem to South London and from Compton to Chicago.
As True Religion steps confidently into a new era, its mission is to continue dressing those who make culture as opposed too those that follow it. The brand’s evolution mirrors hip-hop’s own trajectory of underground to global. Through every rise, fall, and reinvention, True Religion has remained exactly what its name suggests, having faith in individuality, stitched into every denim piece.
