Though True Religion jeans was officially founded in 2002 by Jeffrey Lubell, the brand had its start many years before with a teenage Lubell customizing his own jeans with patches of leather and denim and hand embroidered finishes
. He eventually started using the sewing machine to add thicker colored thread designs and began using oversized customized hardware to further distinguish his look.
After winning over his first buyer at a Los Angeles boutique, Lubell gifted pairs of his jeans to the
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staff knowing they would be an in-store advertisement for his brand. Within two days his denims sold out and Lubell was on his way to building an empire. In addition to the various department stores that carry its wares, True Religion currently has over 900 boutiques and specialty stores in over 50 countries. It currently offers men and women’s denim as well as those for children and toddlers. Knitwear and woven wear, denim related sportswear and fragrances are now also offered.
In conjunction with Elizabeth Arden True Religion launched its first fragrance in 2008. True Religion perfume for women is a crisp and clean floral fragrance that is perfect for anytime wear. True Religion for men is a timeless scent with an edgy yet refined aura with the perfect blend of citrus, herbs and moss. As can be surmised from the name, Hippie Chic for women is a bright, playful and sexy fragrance for the careful and daring free spirited woman while Drifter for men is for the mysterious and dark bohemian wanderer.