Industry-standard sewing machines couldn't handle our designs, so we broke them apart and rebuilt them to produce our one-of-a-kind vision. With its five-needle thread at two-stitch-per-inch process, our Super T stitch was instantly recognized for style that was unlike any other denim brand in the world. True Religion's designs soon caught the attention of the world's most iconic style leaders, and demand for our denim grew rapidly. Everything from there on out was committed to be bigger, better, and bolder than the rest.
As our stitching evolved, True Religion became synonymous with quality craftsmanship and bold style designed to stand out. Our iconic horseshoe was born from the silhouette of a Buddha's smile, and our hardware was inspired by the romance of denim's year history.
We have always been fashion forward, even from behind. Our styles inherit the swagger of their given name. The Joey. To further assuage any concerns on Lubell's behalf of a repeat of the Bella Dahl experience, he was given a 62 percent stake in the company, holding sway as the company's majority owner.
By the time True Religion's corporate structure was in place, the company already had made a name for itself in the fashion world. Lubell and his three employees--his wife Kymberly, a production supervisor, and a product designer--created a buzz in the industry within months of launching the company's line, a line comprising "super-premium" denim wear. If you want to buy a price point, you go to Wal-Mart and Target.
True Religion apparel was worn by Madonna, Gwyneth Paltrow, Bruce Willis, among a host of other luminaries, including the entire cast of the television program Desperate Housewives. The brand was featured in films such as Cake, The Fog, Domino, and Dukes of Hazzard, and appeared in a long list of fashion magazines, including Elle, Vogue, and Bazaar. Lubell succeeded in generating hype about his apparel brand, and he also set up the means to get the most out of the public's desire for the True Religion label.
During his first year in business, Lubell established distribution and licensing deals in Japan, Canada, Italy, Spain, Germany, Australia, and New Zealand, creating an international network that soon accounted for approximately half of the company's annual sales.
Abroad and in the United States, the company's apparel was available at department stores, but Lubell relied heavily on specialty shops for showcasing the brand. Structured as such, the company's distribution and retail network generated explosive financial growth during the first few years of the True Religion brand. As the company's financial stature increased so too did its esteem among the investment community.
True Religion's shares first began trading on the NASDAQ over-the-counter bulletin board, when the company essentially was a penny stock. Looking ahead, there was every reason to expect further robust growth from True Religion, and there was the not-to-be-overlooked chance that the True Religion fad could sputter away as quickly as it began. Lubell catered to the most capricious of tastes, occupying a market niche that quickly enriched the successful and summarily discarded those who failed to captivate consumers.
Some analysts wondered whether Lubell would take his company to the next level by developing True Religion into a so-called "lifestyle" brand and thereby endeavor to strengthen the financial potential and longevity of the True Religion name.
The company was exploring one new avenue of growth as it entered the second half of the decade, opening its own retail location. In July , the company opened a square-foot True Religion store in Manhattan Beach, California, giving it a new, potentially massive business area to exploit.
No plans were announced for additional store openings, however. In the years ahead, much remained to be seen in regard to True Religion's staying power in the business world, but there was certainty about the company's first years in business: True Religion created a stir in the fashion world, an achievement whose worth was not to be underestimated.
Toggle navigation. Much of that luster faded over the years as competition intensified and shoppers shifted to more casual options such as Lululemon Athletica Inc. True Religion has tried to adapt by creating its own line of workout wear. Millions of workers now face a vaccination mandate.
Clothing retailers across the U. Malls and stores are closed, with more than a million employees placed on furlough. True Religion has about stores in the U. Real Estate. Amenities go wild at luxe apartments: Music studios, rooftop dog parks, bed making by app. Column: Your ISP says it cares about your privacy.
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