True Religion brand Jeans is an American clothing line, established in December of 2002 by husband and wife team Jeffrey and Kim Lubell.
In the summer of 2000, the concept of luxury denim was introduced to a scrutinizing, though genuinely enthusiastic industry and public. At the forefront was the popular Seven for all Mankind label, originating in Los Angeles, which can arguably be credited with the progressive transformation of denim from a material of the working man to that of the rich man. A public feeding frenzy ensued as denim's popularity escalated and demand increased.
At the time of it's 2002 debut, True Religion sought to maintain a characteristically "fashion forward" approach to denim design. Consequently, several elements of the design have become charactistic of the brand,such as horsehoe shaped embroidery.
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