It's all in the jeans, dudes - True Religion seeks converts to its latest collection

PUBLISHED : Tuesday, 07 February, 2012, 12:00am
UPDATED : Tuesday, 07 February, 2012, 12:00am

American denim brand True Religion says its latest collection is inspired by four archetypes: the restless wanderer, boho darling, sleek maverick and rebel who knows no bounds. The spirit of the collection was parlayed through a laid-back preview on Friday at The Box restaurant in IFC mall, to the accompaniment of upbeat music.

'The latest collection is definitely rooted in our brand DNA - we are very made-in-America, with a raw, maverick mentality,' said Jordan Daly, True Religion's vice-president for brand strategy, marketing and public relations.

'There are a number of different styles and they depart from the kind of original stitching that everyone is so used to - different washes, different treatments ... kind of a mix between the western and the motorcycle look.'

Daly came from New York to launch the new collection throughout Asia, starting in South Korea before coming to Hong Kong and moving on to Sydney, Shanghai and Tokyo.

'The campaign is also very much in line with the platform we've launched called Unstitched, which focuses on the conversation about the importance of denim overall, and how it's such an iconic staple for everyone, no matter if you're buying 50-dollar jeans or 450-dollar jeans,' Daly said.



Send to a friend

To forward this article using your default email client (e.g. Outlook), click here.

Enter multiple addresses separated by commas(,)

Related topics

For unlimited access to: SCMP Tablet Edition SCMP Mobile Edition 10-year news archive