True Religion Rolling Out New Store Concept This Fall

True Religion Apparel, Inc. revealed its new Be So Bold campaign, which celebrates the Fearless Style brand relaunch and invites consumers to take the stage — across social and digital platforms — through bold statements of personal expression. The Fearless Style platform is also the inspiration for True Religion's new product line available in retail stores and online beginning in October. As part of the brand transformation, the company will be launching a new store concept in key markets this fall.

"True Religion is an iconic and highly differentiated brand. Our new platform of Fearless Style will bring to life the elements that make us unique and which have enabled True Religion to connect so strongly with our loyal customers," said David Conn, CEO, True Religion. "Fearless Style will define our next chapter, enabling consumers to experience an exciting and bold evolution of our product, our retail stores and our brand communications."

The campaign will recruit style leaders to share bold self-expression by posting Tweets, Instagrams, photos or Vines of themselves showcasing their own fearless style using the hashtags #BeSoBold and #EnterToWin. True Religion will turn over its Facebook page to feature the best entry and winners will also have the chance to be featured on True Religion's website and Instagram account. Winning photos and videos will also be displayed on the 9 foot digital storefront windows and interactive kiosks in new stores that will open this fall in New York, Los Angeles, Chicago, Las Vegas and Washington, D.C. Existing stores will also evolve to create an elevated brand experience.

"True Religion has always been like no other denim brand and our consumers are recognized for their style leadership — that is what made us famous," said Mary Alderete, CMO, True Religion. "Our jeans are not for everyone. True Religion is for those who want to be seen and heard. Our campaign acts as a catalyst to ignite bold statements of fearless style that will be showcased on our own brand stages — on our website, in our windows and across our social channels."

The brand is making a paradigm shift from the category's conventional reliance on print to a film and digital strategy that engages consumers to be part of the creative expression of the brand. The campaign, which launches across platforms on Friday, September 26, challenges consumers to make ordinary moments extraordinary using declarations such as "Fortune favors the bold," "Don't just make an entrance, cause a scene" and "True style is fearless."

The unique slow motion film technique portrays the magnetic attraction — and impact — that comes from the confident swagger unleashed in a pair of True Religion jeans and will be featured in movie premieres including "The Hunger Games: Mocking Jay Part I" and "Gone Girl" as well as on digital platforms such as Hulu, YouTube, GQ, The Bleacher Report and, among others.

True Religion's fall collection, the first from creative director Gary Harvey, will be a manifestation of the brand's fearless style attitude. The product line will mark a confident return to the brand's roots and the iconic stitching will be retained, but will be constructed in a new way and combined with modern silhouettes and fits; new lightweight and stretch fabrics; metallic and coated embellishments and vintage and laser finishes and graphics.
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