4 weeks ago
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True Religion wants to be a sought-after, digital-first direct-to-consumer denim brand, and it’s using influencer collaborations and its women’s product assortment to do so.
On Thursday, the 22-year-old brand rolled out its second collection with Jadya Cheaves (@jaydacheaves, 8.9 million Instagram followers), the content creator and founder of apparel brand Waydamin. The collection, called “From True Baddie to the Baddest,” consists of 25 pieces priced under $100. Included are styles and details that have become True Religion signatures since Tina Blake joined the company as head of design in 2022. Among them are faux fur trim, oversized horseshoe and Buddha logos, bedazzled denim, and plush tracksuits.
“One of the biggest questions, particularly on the women’s side of the business, is, ‘How do we acquire millions of new consumers?'” said Kristen D’Arcy, True Religion’s CMO. “It starts with great product and these [influencer] partnerships.”
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