True Religion

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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True Religion